Var Speak

A CMO FUSES DATA-DRIVEN STORYTELLING WITH AI-POWERED INSIGHT

by VARINDIA 2025-09-02

PUNEET CHADHA
Global Chief Marketing Officer, Redington

“At Redington, we have transitioned from traditional marketing to a more strategic, insight-driven approach. Our narrative intertwines technology, strategy, and storytelling. Marketing today is propelled by AI adoption, driving demand generation, predictive market analytics, and Redington-led global events from The Forum for direct partner engagement to Crescent Nights in MENA and global showcases like GITEX, LEAP, and Web Summit.

Through these platforms, we collaborate with tech brands and our channel partners the true Makers of the Next unlocking growth opportunities and increasing visibility via initiatives such as RevScale (digital-first campaigns, SEO, and ABM) and Tech Ventures (partner recognition and rewards).

Importantly, this shift aligns with India’s larger digital story where over 60% of new online shoppers now come from Tier 2 and Tier 3 cities, and platforms like UPI processed more than 185 billion transactions in FY 2024–25, growing 41% year-on-year. For Redington and its partners, this means marketing is not just about messaging; it’s about enabling partners to grow with these macro digital shifts.

Role of Marketing in Digital Transformation efforts

Marketing is central to Redington’s digital transformation, bridging strategy, technology, and partner engagement. In many ways, our work mirrors India’s own digital transformation journey. The new unified narrative, Unlock Next, reflects our evolving brand story and guides initiatives across its five pillars: Access, Growth, Trust, Efficiency, and Impact.

We bring these pillars to life through partner-centric IPs like The Vertical (vertical-specific solutions), The Pitch Room.AI (connecting startups with partners), and large-scale digital platforms like ISAAS (digital lead generation and nurturing). We also see AI, automation, and analytics as force multipliers, elevating marketing from a support function to a strategic growth engine.”