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Leading Women CMOs discuss marketing insights for the New Age Digital Mom

Ormax Consultants and Momspresso.com jointly launched a report, ‘A Definitive Guide to New Age Digital Moms of India 2020’.

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Momspresso and Ormax organized the first CMO Roundtable titled “The New Age Digital Mom: What brands need to know” to mark the launch of their recently released research study, ‘A Definitive Guide to New Age Digital Moms of India 2020’. This comprehensive study digs deeper to understand the new-age mom.

Manasi Narasimhan, VP and Head, Marketing and Communications, South Asia, Mastercard, Manisha Lath Gupta, Former Marketing Director, Uber and ex CMO, Axis Bank, Anuradha Aggarwal, Cluster Head - Kids, Infotainment, English channels at Star TV Network, and Priya Lobo, CEO, Ormax Compass; the discussion was moderated by Parul Ohri, Chief Editor, Momspresso.

Ormax Consultants, India’s foremost consumer understanding company and Momspresso.com, India's largest platform for moms, jointly launched a much-awaited report, ‘A Definitive Guide to New Age Digital Moms of India 2020’. The report gleans insights into the changing face of motherhood in an increasingly nuclearized and digital world and a modern approach to childcare. The report also touches upon ongoing trends such as the rise of mompreneurs and the impact of COVID-19 on mothers.

The lively virtual discussion premiered on Momspresso and Ormax social media pages on Thursday, 19th June. Top Mom Marketers such as Manasi Narasimhan, VP and Head, Marketing and Communications, South Asia, Mastercard, Manisha Lath Gupta, Former Marketing Director, Uber and ex CMO, Axis Bank, Anuradha Aggarwal, Cluster Head - Kids, Infotainment, English channels at Star TV Network, and Priya Lobo, CEO, Ormax Compass shared their perspectives as Moms and industry leaders, on the findings of the study. The discussion was moderated by Parul Ohri, Chief Editor, Momspresso. It was an engaging session where the speakers exchanged views on how the codes of motherhood are changing and how moms are responding to the shifts happening in her eco system – especially from a brands perspective.

Manisha Lath Gupta, Former Marketing Director, Uber and ex CMO, Axis Bank,said, “Days are gone when you can just send every mother on a guilt trip and a lot of advertising is towards, “hey you are not good enough a mom” … [Brands] need to connect with the mothers at a primal level with much better insight than they have been doing currently.”

Anuradha Aggarwal, Cluster Head - Kids, Infotainment, English channels at Star TV Network, stressed the need for brand integrity. She commented, “I think one of the things that brands need to have is integrity. This element of doing something and saying something else, might have worked in a time of lower information at the consumers hands, it just doesn't work anymore. I think it puts a lot of pressure on marketers, innovators, product makers, to say how it is that I can be honest in my positioning.”

On the rise of mompreneurs, Manasi Narasimhan, VP and Head, Marketing and Communications, South Asia, Mastercard, said, “Social media has made the starting point smaller. You do see women using talents that they had. You do see women learning a bit about finances, which I think is a great thing, because working in this space, I think one thing women do need to learn, is greater financial independence.”

Through the Roundtable we also got an insight into the speakers’ own motherhood journey and how they balanced successful corporate careers. As one of the panelists said, “I feel like there is no work life balance, it's a work life mashup. For the last 20-21 years, it's never felt like I am striking a balance. I just feel like this is how it is, I am a mom and I work.”



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