e4m Video Story:  ‘With Rahul Dravid, it’s easier to become a trusted name in Indian households’

After the success of its “Growing with India” campaign, Salesforce India is ready to script a new chapter in its brand journey — one that blends AI innovation with celebrity credibility. The cloud-based software giant has launched Agentforce, a new AI-powered digital solution that promises to transform how Indian businesses engage with customers across sales, service, and marketing.

Salesforce has brought back cricket legend Rahul Dravid, marking Agentforce’s first-ever celebrity-led campaign in India. Announced as the face of Salesforce's first Indian advertisement campaign in October 2024, Dravid shared his perspective on the growing synergy between technology and performance — both on the field and in business.

“Sport and technology are coming closer together than ever before,” Dravid said, in an exclusive interaction with e4m. “Whether it’s in player performance, decision-making, or selection, technology plays a huge role. Similarly, Salesforce, through Agentforce, is enhancing performance and building partnerships that unlock potential — and that’s the core of what sport is about too.”

Dravid, the legendary former head coach of the Indian National Cricket team, affectionately known as "The Wall”, says he finds a meaningful alignment in Salesforce’s vision of “partnerships and performance,” likening it to the teamwork and data-driven strategies that define modern cricket.

AI-Powered All-rounder

Salesforce’s India operations are riding high, with revenue surging over 36% to ₹9,116 crore for the year ended March 31, 2024, according to filings with the Ministry of Corporate Affairs.

At the heart of Salesforce’s next growth wave in India is Agentforce, a next-gen platform that uses generative AI not just to create content, but to perform actions and automate tasks — a leap from previous iterations of AI-powered tools.

Arundhati Bhattacharya, President and CEO, Salesforce, South Asia, explained how the platform is tailored for the Indian market’s unique scale and challenges.

“Agentforce unlocks what we call a digital labour platform,” she said. “It combines Customer 360, data cloud strategy, and an AI layer that includes reasoning and action models — allowing businesses to automate routine workflows, even with limited human resources.”

For Indian enterprises — especially those with limited hiring bandwidth — Agentforce offers a way to bridge customer experience gaps without scaling headcount. Bhattacharya described how structured and unstructured data are merged in real time to generate deeper insights, more relevant responses, and self-improving outcomes.

“The digital agent can now take autonomous actions within a given set of guardrails,” she explained. “It understands context, triggers workflows, and even learns from past interactions to get smarter over time.”

Bhattacharya emphasized how Agentforce could help democratize access to high-quality services and information at scale.

“Whether it’s healthcare, manufacturing, entertainment, or banking — every sector can benefit,” she said, citing the example of robotic surgeries performed remotely, enabled by AI and connectivity.

“India has 1.4 billion people. We cannot deliver services in a brick-and-mortar manner alone. AI enables us to be democratic in how we scale knowledge and services, making what is available to a privileged few accessible to many more.”

To help communicate this evolution to a wider audience, Salesforce has picked the cricket legend. Bhattacharya emphasizes that the choice was deliberate and value-aligned. “Dravid embodies trust, consistency, and adaptability—the same values Salesforce stands for. His ability to evolve is something we as a company deeply value.”

Making Tech Relatable

In a country where cricket is a shared national passion, this partnership is also about narrative clarity and emotional connection. Dravid’s association is expected to humanize AI and make enterprise tech more relatable. “It’s easier to become a household name with people like him,” she notes.

While Salesforce remains firmly a B2B company, Bhattacharya acknowledges a shift in brand communication. “We’re not going B2C, but we are reimagining our narrative. Because at the end of the day, individuals run enterprises. If we don’t speak to the individuals, how will they understand the value we bring to the table?”

This consumer-friendly positioning has already helped, she says. “I can confidently say that our branding with Rahul has made Salesforce more visible. It’s given us the kind of reach that traditional enterprise marketing couldn’t have achieved alone.”

What’s Next?

With Dravid fronting its brand and Agentforce driving product innovation, Salesforce seeks to position itself as a long-term enabler of sustainable, AI-driven growth in India. The company’s messaging is aligned with broader trends in enterprise technology: reducing operational costs, improving efficiency, and personalizing customer engagement — all underpinned by trusted data and scalable AI.

As businesses across the country grapple with rising customer expectations and leaner teams, Salesforce’s approach may prove timely — and Dravid’s calm, methodical persona might just be the credibility cue Indian decision-makers respond to.

What sets Agentforce apart is its positioning beyond generative AI. “It is the next phase of AI, above generative AI,” Bhattacharya explains. “But it won’t stop here. It will continue to evolve—and so will our platforms.”

Cricketer to AI Evangelist

Dravid, in turn, sees Agentforce as a tool that reflects his own philosophy of growth through learning and adaptation. “Your ability to stay relevant, keep adapting, and keep learning is critical in today’s world,” he says. “It’s not just about narrow expertise anymore, but about having range—gaining insights from a variety of sources.”

Agentforce, he believes, offers just that. “It allows businesses to tap into vast global data points and derive better solutions. It saves time and energy—two resources that are absolutely paramount today.”

More importantly, he sees a broader role for AI in India’s economic progress. “If I can help raise awareness and make people more comfortable with embracing AI, then I think that’s a step forward—for organizations, for job creation, and for national growth.”

Doubling Down on SMEs and Startups

Bhattacharya also reiterated Salesforce’s commitment to India’s small business ecosystem. “We’re going back to our roots,” she says, recalling how the company began as a CRM platform for small businesses 25 years ago. “Now we are refocusing on SMEs and startups in a big way, through a uniquely structured startup community program in India. 

When asked if they have set aside funds for SMEs and startups, she quips, “It’s not just about funding. It’s about creating an environment where startups can exchange experiences, understand gaps in local requirements, and build on our platform. We have an AppExchange where they can take their solutions to a wider client base.”

She adds, “Startups are the future of the country. They are among the biggest employers today. But without leveraging tech and AI, they cannot scale. That’s where we come in.”

What’s Next?

On expansion, Bhattacharya is measured but optimistic. “India is growing, and we will grow along with it,” she says. While not revealing specific targets, she confirms that Salesforce is committed to steady expansion in the market.

And, in a rare moment of acknowledgment, she credits Dravid’s presence for accelerating brand recognition. “I don't know how much he appreciates the impact he's had, but I do. With someone like him representing us, it’s much easier to become a trusted name in Indian households.”

Watch the full conversation here: