M4G Talkies S2E3: Prasanna Rai of Wipro on brand building, consumer insights and the future of marketing

The latest episode of M4G Talkies season 2 features Prasanna Rai in conversation with Meenakshi Menon on the evolving demands of FMCG marketing and the balance between brand consistency and changing consumer expectations. Drawing on his experience of building brands such as Santoor and Ashirwad, Prasanna discusses why disciplined positioning and a clear product proposition remain important even as media habits and consumer cohorts change. He also shares how out-of-home (OOH) advertising can help brands address specific markets, strengthen trade relationships and create visibility among consumers and sales teams. For brands with a wide distribution network, he explains, outdoor can be particularly useful in districts where market share needs to improve, complementing the role television once played in local brand building. 

The conversation also explores the growing complexity of marketing, from fragmented media channels and quick commerce to the need for stronger consumer insights, more accountable agency partnerships and better use of data. Prasanna discusses the potential of AI to connect research reports, sales data and brand tracking to generate actionable insights at a granular level. Looking ahead, he highlights the challenge of making established brands relevant to younger consumers without compromising their core positioning, alongside the opportunity for programmatic DOOH and improved media data to support more targeted planning. The episode offers perspectives on how marketers can balance reach with measurable impact while adapting to a rapidly changing consumer landscape. 

Watch the full episode of M4G Talkies Season 2, Episode 3, featuring Prasanna Rai and Meenakshi Menon, to hear the complete conversation.