INTENT IS THE NEW IMPACT

For Chakravarty, marketing success is no longer measured by how much you say, but by how clearly you say it

- By ANSHUMAN CHAKRAVARTY, VP & Head - Marketing & Communication, Somany Ceramics

Marketing used to be about reach. Then it became about relevance. Today, it is about intent. Not the brand’s intent alone, but the consumers. 2025 has made that shift clearer than ever. We are entering a year where data gives us sharper signals, but intuition still guides the final call. Where AI helps us see patterns, but empathy decides meaning. Where creativity is both: decoration & direction.

Technology has given us unprecedented clarity, right from who is searching for which design, in which city, at what hour, and with what intent. But data does not tell you why a family wants a warmer bathroom, why an architect leans towards matte surfaces for a specific project, or why a homeowner chooses a colour that reminds them of a memory. The ‘why’ remains deeply human. And that is where modern marketing must operate, at the intersection of measurable behaviour and emotional truth.

Data As A Living Insight Pool

Our approach in 2025 rests on three principles. First, the idea that data is not a database. It is a living insight pool which is ever dynamic. Advanced tools help us study browsing patterns, product preferences, and demographic shifts across markets. This helps us understand emerging clusters, i.e., consumers who are drawn to segments such as large slabs, those exploring sustainable home materials, or the growing audience searching for European-inspired finishes. These signals shape what we highlight, when we highlight it, and how we communicate value.