Exclusive Interview with Chetna Katyall Sundaram ,Head of Global Marketing, Elista, shares how her marketing approach has evolved from mass awareness to hyper-personalized, culture-driven campaigns. She discusses Elista’s unique blend of aspiration and accessibility, the importance of Bharat-focused marketing, and the transformative role of AI in shaping the future of digital storytelling.
IT Voice- You’ve worked with some of India’s biggest brands and now lead marketing at ElistaWorld. How has your approach evolved over time?
Chetna Katyall Sundaram : In the early years, marketing was all about scale- increasing awareness through massive campaigns, ensuring brand presence everywhere, and chasing recall figures. However, I’ve come to realize that the true effect comes from resonance rather than volume. Today, my strategy is based on listening more closely to customers, gaining deeper insights, and creating hyper-personalized experiences that feel authentic. I’ve shifted from chasing “big spends” to designing “smart spends,” in which every rupee has a measurable, significant impact. It is less about generating noise and more about developing long-term trust and emotional ties.
IT Voice- What’s your core strategy behind building a tech-lifestyle brand like Elista in a competitive market?
Chetna Katyall Sundaram : Elista’s strategy has always been to combine accessibility and aspiration. We don’t just sell technology; we build experiences that feel high-end while being accessible. The competitive advantage is from delivering stories that resonate with Bharat while also appealing to urban consumers seeking innovation. We’ve earned trust not only via functionality and design, but also through exceptional after-sales service, because dependability is just as vital as aspiration. In a congested market, our difference rests in remaining true to our roots while still pushing forward with innovation.
IT Voice- You often speak about the importance of marketing to Bharat. How do strategies differ when engaging Tier 2–4 markets versus metros?
Chetna Katyall Sundaram : One-size-fits-all messaging will not get you business in Bharat. Consumers here are strongly community-driven, research-led, and place a high importance on trust and word-of-mouth. To develop relationships in Bharat, marketers must understand the relevance of regional language, emotional narrative, and cultural context. Metros communicate aspirationally, stressing innovation, lifestyle synergy, and international design language. Bharat is about belonging, whereas metros are about aspiration. Both are essential, and the skill is in determining the proper proportion.
IT Voice- Can you share a campaign where regional insights made a significant impact on brand success?
Chetna Katyall Sundaram : One of our most effective efforts resulted from focusing on regional culture rather than merely translating existing messages. We created festival-themed advertising using local idioms and visual cues that spoke to people’s real-life experiences. The effect was extraordinary: engagement increased when compared to generic national advertisements, and consumers felt that the brand was “one of us”. It showed us that culture-first communication is always more effective than translation-only marketing.
IT Voice- You’ve been a pioneer in influencer marketing long before it was mainstream. What trends do you see emerging in the next wave of digital influence?
Chetna Katyall Sundaram : The future is shifting toward authenticity. The true power rests with micro and nano influencers, who may not have millions of followers but command enormous reputation in their areas. Social commerce, live shopping, and vernacular producers are emerging as influential shops. I also envision AI playing an important role in connecting marketers with the proper influencers, making collaborations more ROI-driven rather than follower-driven. Trust has replaced size as the determinant of influence.
IT Voice- How do you evaluate ROI when working with influencers and content creators in Bharat markets?
Chetna Katyall Sundaram : We look at hard and soft metrics. Reach, engagement, and conversions are obviously important, but so is the brand recall and trust that creators can establish. In Bharat, a creator’s seal of approval can be more powerful than conventional advertising. Which is why we focus on long-term partnerships over single transactions. Long-term relationships create stability and authenticity, leading to greater ROI over time.
IT Voice- What role do you think AI and GenAI will play in shaping the future of digital marketing and brand communication?
Chetna Katyall Sundaram : AI and GenAI are transforming marketing into something more intelligent and intuitive. Think advertising that is not just personalized, but hyper-personalized, addressing consumers in their own context, language, and mood. Predictive analytics will enhance the way we target and optimize expenditure, and AI-created content will dramatically reduce time to market. But, to my mind, the real promise of GenAI lies in its capacity to assist groups in generating, conceptualizing, and implementing ideas at an unprecedented speed and magnitude.
IT Voice- Are you currently exploring AI-driven tools or automation at Elista? If yes, how are they transforming your marketing workflow?
Chetna Katyall Sundaram : We are exploring AI across multiple fronts, consumer sentiment analysis, campaign automation, and vernacular content creation. These tools allow us to do more with leaner teams, while still keeping relevance at the center. For example, generating content in regional languages at scale used to be a bottleneck; now AI makes it seamless. It saves time, reduces costs, and ensures that we can focus our human energy on strategy and storytelling.
IT Voice- Elista has positioned itself as both premium and accessible. How do you maintain this balance in messaging across platforms?
Chetna Katyall Sundaram : It’s a delicate balance, yet it characterizes Elista’s DNA. On the one side, we emphasize design, innovation, and technology, which make the brand aspirational. On the other hand, we prioritize accessibility through affordability, availability, and relevant communication. The glue is storytelling. We define our narrative as “premium experiences within reach,” ensuring that Elista is perceived as empowerment rather than a compromise — an opportunity to acquire world-class technology without breaking the bank.
IT Voice- What’s a campaign or brand moment that you’re especially proud of in your career?
Chetna Katyall Sundaram : I am particularly proud of the regional launches we completed for Elista in Tier 2 and Tier 3 markets. These efforts transcended standard advertising and were ingrained in the community’s culture. People shared the experience because it resonated to them personally, resulting in organic virality. For me, true success was not measured solely by analytics, but also by developing an aspirational image that felt inclusive and authentic. It created a ripple effect that went much beyond what sponsored media could accomplish.
IT Voice- As someone recognized among India’s Top 50 Digital Marketers, what qualities have helped you succeed in both agency and brand-side roles?
Chetna Katyall Sundaram : My biggest strength is my ability to adapt, which enables me to think as enthusiastically as an agency while also running a business. Curiosity is what drives me; I’m always learning and testing new platforms, formats, and technologies. Most importantly, I still put the consumer front and center. Each campaign begins with the question, “What does this mean for the consumer?” Ultimately, I think that success results from finding a balance between creativity and analytics – the capacity to tell engaging stories and maintain a tight emphasis on outcomes.
IT Voice- What advice would you give to young marketers looking to build a future-proof career in this evolving digital landscape?
Chetna Katyall Sundaram : Master both sides of marketing: the art of storytelling and the science of performance. Be curious, test boldly, and adopt AI because it will be a part of the future. But simultaneously, build solid foundations in customer behavior, as trends come and go but humans remain the same. Stay true to yourself – consumers can always spot when authenticity is missing. Lastly, avoid being trapped in short-term measurements but concentrate on the bigger picture of building brands.
IT Voice- You describe yourself as a tea lover, traveler, and music curator. How do these passions fuel your creativity in your professional life?
Chetna Katyall Sundaram : Tea gives me pause—those introspective moments that frequently create new ideas. Travel exposes me to a variety of cultures, attitudes, and nuances, which I frequently use back into campaigns. Music, to me, is rhythm; it sets the tone, produces flow, and teaches me about storytelling cadence. These pastimes are not side projects; they are creative tools that help me conceive, plan, and execute as a marketer.
IT Voice- You’ve worked across various verticals – from consumer electronics to energy. Which sector challenged you the most and why?
Chetna Katyall Sundaram : The ‘Energy’ sector was by far the most difficult to navigate because it is an invisible benefit, as opposed to lifestyle products, which have an immediate and visible impact. The goal was to make abstract notions concrete, educate people, and instill trust in something they couldn’t touch or feel. It required narration that reduced the difficulty while maintaining credibility. The challenge taught me that with the correct narrative, even the least involved categories can become engaging.
