Ian sits down with Peeyush Dubey, Chief Marketing Officer of Tech Mahindra, to unpack how he built the company’s first global marketing organization. Peeyush explains his four-pillar marketing strategy (brand, demand, expand, and grand). The conversation goes deep on Tech Mahindra’s Global Chess League, a bold brand experiment that has evolved into a flagship marketing, customer experience, and talent branding platform.

Key Takeaways:

• Marketing’s real job is reducing friction to sales. Everything else is in service of that goal.
• Brand experiments can outperform sponsorships. Building owned IP creates control, longevity, and compounding value.
• Innovation budgets should never be cut. Even in downturns, experimentation is non-negotiable.

Episode Timestamps:

*(03:34) Trust Tree: Reducing friction for sales

*(22:09) The Playbook: Building a global ches league

*(43:13) Quick Hits

Sponsor:

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Links:

• Connect with Ian on LinkedIn
• Connect with Peeyush on LinkedIn
• Learn more about Tech Mahindra
• Learn more about Caspian Studios

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