How did an Air Force Officer become a Head of Marketing? Pranesh Urs (Ather): 10Xer Club Podcast #3

Pranesh is a force to be reckoned with—literally. I first connected with him when he was steering a major marketing pod at Samsung. Now, he’s shifting gears in the EV world with Ather, a brand that’s redefining the future of mobility in India. After an impressive stint in the Indian Air Force, followed by agency life, and then consumer electronics, Pranesh brings a unique perspective to the table. Tune in for the insights!

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Hosted by Harinder Singh Pelia
Produced by Richa Wadhera

00:00 Journey into Marketing
08:00 Feeling stuck in careers
09:08 Switching from Advertising into Marketing
18:01 Samsung and finally Ather
19:40 Moving to marketing mid-career
20:55 Marketing to GenZ customers
23:30 EV perception in younger and older customers
28:30 Frustrations of marketing EVs
35:20 Ather marketing strategy
34:00 Ola Marketing Strategy
39:09 Samsung brand building
42:40 Samsung vs. Apple
47:30 HP’s Laptop Marketing Tactics
49:55 Product first, Marketing later
51:40 Mental models for young marketers
52:20 Brand vs Performance Marketing
58:00 Media spending split
59:47 Feeling stuck as a marketer

Footage credits:
‪@ashokleyland4212‬
‪@Samsung‬
‪@AtherEnergyElectric‬
‪@IIMIndoreOfficial‬
‪@Apple‬
‪@HPIndiaVideos‬