CEO Insights India

Seldom do we come across leaders who build bridges between passion and purpose by turning childhood fascinations into boardroom strategies, sketchpad dreams into global campaigns. Whether it's cars, code, or cuisine, they lead not by instruction, but by inspiration, transforming industries through a deeply personal lens.

Ravi Kiran Cheni fits this mold perfectly, turning his lifelong love for cars and creativity into a global leadership journey that blends innovation, customer insight, and cultural under standing to reshape the future of auto-motive marketing.

Ravi began his career with Maruti Suzuki, where he honed his skills in design, program mana- gement, and brand marketing. His global exposure includes a four-year stint in Japan and leadership roles across India, the Middle East, and Africa, working with major automotive brands like Maruti, Nissan, and Datsun. Known for blending business acumen with a creative edge, Ravi has led product launches, built regional marketing operations, and championed emotionally resonant branding strategies that connect deeply with consumers.

Currently, he serves as the Head of Marketing in Middle East for a leading Global Electric Automotive Brand, playing a pivotal role in the brand's global electric mobility expansion. Beyond work, Ravi is a cultural explorer, fluent in Japanese, and passionate about under standing diverse markets, customer mindsets, and global consumer behavior.

Engaging in an immersive interaction with CEO Insights magazine, Ravi shares his vision, future roadmap, and much more. Let's read about it.

What strategies have you implemented to attract and engage new market audi -ences?

My core strategy to attract and engage new audiences revolves around solving real, often unspoken problems that consumers face. Rather than pushing a product, I focus on connecting with the underlying needs, sometimes even the latent ones that the customer may not consciously recog-nize. The messaging and product posi -

tioning are always crafted to resonate with these insights.

One of the key shifts I have adopted is moving beyond generic digital marketing to a more efficient, analytics-driven model. I avoid spray and pray tactics and instead use data to identify high-impact visibility points, whether that’s digital placements or physical touch- points like premium transit spaces.

Customization is another pillar of my strategy. Each platform has its own audience psychology, and I ensure our messaging adapts accordingly. For instance, a quirky, energetic tone might work for younger demographics, while a more aspirational approach suits mature audiences.

How would you describe your leadership style and the principles you follow?

Having grown from a time of rigid hierarchies to leading multigenerational teams today, I have embraced a more situational and inclusive approach. I believe in listening more than directing, especially in meetings, so my team feels safe to share unfiltered ideas. I focus on selling the ‘why’ behind a vision rather than micromanaging the ‘how’, which encourages ownership and creativity.

My goal is to foster an environment where people feel respected, motivated, and trusted. Leadership, for me, is about being a mentor and a friend, someone my team can confide in, learn from, and grow with, rather than simply report to.

How do you stay informed about industry trends to guide your organization forward?

I don’t limit myself to trends within my industry. I believe real innovation often comes from outside your immediate domain. While I do follow developments in the automotive sector, I also explore how other industries, from FMCG to content creation and sustainable farming, are evolving. I draw inspiration from how they use storytelling, AI, analytics, and technology to connect with audiences.

I actively challenge my teams and agencies to bring fresh perspectives and ideas from outside our traditional boundaries. For instance, AI & Big Data-driven targeting techniques used in retail have influenced how we measure impact in outdoor adver-tising.

I also pay close attention to how content is crafted in different verticals, including food or

lifestyle, and apply that thinking to enhance our brand communication.

What is the future vision or direction you are working towards?

I have always been passionate about tangible products and the emotional connection they create, but equally excited by the creative process of shaping how those products are experienced by customers.

I am currently exploring ways to bring fully digital experiences to life, where a customer can interact with a product virtually, right from their home, before ever stepping into a showroom. Creatives and collaterals that can be digitally generated with real-world like experience that can hugely cut down the expense in developing costly ads. AI is rapidly assisting this shift.

I see the future as a seamless blend of digital storytelling and product engagement, where creativity isn’t just about advertising but about reimagining the entire customer journey. I see myself evolving and contributing to the most meaningful tech-enabled experiences that leave a lasting impact.

What advice would you offer to aspiring leaders based on your industry experience?

My biggest advice to aspiring leaders is to stay true to your passion and never treat your career as just a job. I have seen people with deep interests in one field end up working in a completely unrelated space, and my advice is to bridge the two. Align what you love with what you do. Also, always stay curious. Reinvent yourself constantly and keep learning, especially with fast-moving shifts like AI and digital trends.

Ravi Kiran Cheni, Head - Region Marketing, Global EV Automotive Brand

Ravi Kiran Cheni, a seasoned Global Marketing professional holds an MBA from IIM Bangalore, a Leadership Program from Vanderbilt, and has completed Executive certification from Wharton. Ravi has worked at Maruti Suzuki, Nissan, and Anand Group, handling product strategy, brand management, and Marketing operations.

Currently, he serves as Head of Marketing for a leading Global EV Automotive player, overseeing brand, communi- cation, PR, product, and pricing across the GCC region.

Hobbies: Cooking, Traveling, Reading, Aviation study, and Exploring cultures & mindsets

•Favorite Book: Shift by Carlos Ghosn and Iacocca: An Autobiography by Lee Lacocca