Emotional equity will outlast algorithms: Aashish Midha and Arjun Ravi Kolady

Emotional equity, not algorithms alone, will determine which brands endure in a fragmented, AI-driven media environment, said Aashish Midha, Head of Marketing at Hero MotoCorp, asserting that deep human storytelling remains central to long-term growth. Joining him on stage, Arjun Ravi Kolady, Head of Sales at Spotify, acknowledged AI as a transformative force.

Midha maintained that technology will serve as a collaborator rather than a replacement for brand fundamentals. “AI is an important force at play. It will redefine a lot of things we do,” he said. “But meaningful, deep human understanding and the right storytelling will stay at the centre.”

Speaking at the e4m Automotive Marketing Summit 2026, the two leaders explored how brands can balance performance marketing with emotional resonance at a time when media options have multiplied and attention spans have shrunk.

Midha, who returned to India after working across Southeast Asia in fashion-tech and e-commerce roles, said that while digital businesses are built on precise targeting, customer acquisition cost metrics and algorithm-led growth flywheels, the two-wheeler category operates differently. “Two wheelers are less transactional and more emotional,” he said, adding that buying a motorcycle often represents a significant financial and aspirational milestone.

He noted that markets such as Indonesia and the Philippines exhibit near-universal social media penetration and a far more evolved creator economy. “The role that the creator economy and TikTok play there is far ahead. We are not there yet in India,” he said, pointing to the growing but still maturing influence ecosystem at home.

Kolady drew parallels between streaming platforms and automotive marketing, particularly in the use of data. Midha acknowledged that data science is increasingly embedded within Hero’s operations, from lead management systems to hyperlocal dealer campaigns and lifecycle targeting for upgrades and service reminders. However, he cautioned against over-reliance on data. “The biggest leverage is in using only the relevant data and not getting bogged down by too much data,” he said.

On premiumisation, Midha said the company has invested in elevated retail formats and riding communities to build deeper engagement beyond transactional selling. He described these outlets as collaborative spaces designed to foster brand tribes, especially around performance motorcycles.

The discussion also turned to youth marketing. Midha said Gen Z engagement requires a sharper hook in a scroll-driven culture. “First, surprise them. Then be relevant. And then engage,” he said, outlining a framework that combines contextual targeting with passion-led platforms such as gaming and sports.

Kolady summed up the exchange by noting that brands should focus on what will not change over the next two decades. In agreement, Midha reiterated that customer trust built through consistent delivery remains the most durable competitive advantage, even in an era defined by algorithms.