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afaqs! Pause - Deepika Deepti, Head of Marketing and Consumer Experience, Bata

Deepika Deepti is a dynamic business leader who brings over two decades of business and marketing expertise to her role as the Head of Marketing and Consumer Experience at Bata India Limited. Here’s a little sneak peek into her workday, leadership mantra, and advice to young professionals.

afaqs! Content Team

20 Jun 2025 04:40 IST

New Update

Mdg759750496 — “Breakthrough results emerge at the intersection of bold vision and meticulous execution”

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The best part of my job is

What I love most about leading marketing is watching our strategic vision come alive across multiple channels and translate into real business impact. Marketing, at its best, has the power to shape culture—and that excites me. Through authentic storytelling and transparent communication, we can help consumers make more conscious, informed choices that reflect care for all living beings. I enjoy the constant interplay between creative innovation and analytical thinking. One day I’m brainstorming breakthrough ideas with the team, and the next, I’m deep in performance data, fine-tuning our approach. That dynamic blend of creativity and precision keeps the role both intellectually challenging and incredibly rewarding. Above all, I value leading a diverse team of talented professionals who bring unique perspectives to our marketing challenges —watching individuals grow, push boundaries, and collectively drive the brand forward is what makes this journey truly meaningful.

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My leadership mantra

My leadership is rooted in the relentless pursuit of excellence. I believe breakthrough results emerge at the intersection of bold vision and meticulous execution. Great marketing, to me, isn’t just about selling—it’s about storytelling that resonates emotionally and reflects the brand’s true essence with clarity and simplicity. I lead by empowering high-performing teams—setting the direction, removing roadblocks, and trusting exceptional talent to deliver with focus, creativity, and impact.

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In an alternate timeline I would have been

I dream of a world where we acknowledge that all living beings, humans and animals alike - possess the same fundamental right to live with dignity and free from suffering. In an alternate timeline, I would have devoted my life to building this vision that bridges conservation, policy advocacy, and innovation.

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Streaming/Reading now

I'm currently immersed in ‘Competing Against Time’ by George Stalk, a powerful story of how time-based competition can create sustainable competitive advantage. Although the book was published years ago, its perspectives on streamlining value chains and prioritising customer responsiveness are strikingly relevant even today—especially in a retail environment where speed and personalization are the key to success.

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My top 3 productivity hacks

Brutal Simplification: Every Monday, I identify one high-impact marketing initiative that will move the brand forward and eliminate or delegate the rest. This sharp focus ensures excellence in execution without diluting effort. When faced with options, I always ask: Which one brings us closest to our vision? Creation Blocks: I reserve two 90-minute sessions each week—Tuesday and Thursday mornings—for uninterrupted strategic thinking. These digital-free zones are dedicated to conceptual work on brand positioning, innovation, and customer experience. They consistently yield our boldest ideas. Decision Velocity: I follow a three-tier system: instant decisions for routine matters, same-day for moderate complexity, and deep thinking only for truly strategic calls. This approach avoids decision fatigue, accelerates momentum, and gives my team clarity and confidence on timelines.

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A recent ad campaign I liked

One recent ad campaign I really admire is “Nature Shapes Britannia” by Talented is a standout. It seamlessly connects product attributes with environmental values—authentic, elegant, and free of greenwashing. A masterclass in purpose-driven storytelling.

Deepika Deepti Bata