At the ISA CEO conference held in Mumbai in March 2019, organised by the ISA (Indian Society of Advertisers) and the exchange4media group, D Shivakumar, Group Executive President – Corporate Strategy & Business Development at Aditya Birla Group, spoke about the challenges faced by marketers in an interconnected world, and also made some insightful forecasts for the Indian industry.

The Aditya Birla Group is a $44.3bn corporation, a Fortune 500 company with interests in telecom, cement, yarn, retail, apparel and more.

Shivakumar believes there is a need to rethink strategies in a world that is interconnected – where no business is an island and where every single business whether B2B or B2C is connected to something else.

“Every event which happens has an impact on your business and you have to recognise that if you want to stay alive. In the next decade there will be even more interconnectivity than you can imagine.”

To illustrate his point, he gave two examples of current global events that will have a significant impact on the Indian economy: Brexit and the trade war between US and China.