Celebrating Amit Tiwari’s rise from agency media to MarTech leadership
As Amit Tiwari turns a year older, we look at his career journey spanning media and marketing communications
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Published: Nov 9, 2026 11:40 AM | 2 min read
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- Amit Tiwari, former vice president of marketing at Havells India, played a key role in promoting an internet-connected fan in 2021, emphasizing its user-friendly features.
- Tiwari's career began in 2001 at Quantum Communications, followed by roles at Lintas and Philips India, where he expanded his responsibilities in marketing and communications.
- In 2021, he transitioned to Tata Consultancy Services (TCS) as global head of the Marketing Demand Centre, focusing on demand generation and sales pipeline development.
- TCS appointed Tiwari as Global Head of Marketing Technology & Digital in January 2026, tasked with integrating digital marketing and technology teams to enhance client engagement through data and AI.
When Havells advertised an internet-connected fan in 2021, its pitch was that using it was child’s play. Amit Tiwari, then vice president of marketing at Havells India, singled out the campaign in an interview with exchange4media. It showed how a simple story could make an unfamiliar feature easy to understand.
Tiwari, who celebrates his birthday today, began his career at Quantum Communications in 2001 and worked at Lintas before moving to Philips India. Over nearly nine years at Philips, his remit widened from media and marketing communications to leading brand, communications and digital for the Indian subcontinent. In 2017, he joined Havells, where he oversaw marketing across a portfolio that included Lloyd and Crabtree.
His move to Tata Consultancy Services in 2021 brought a different brief. As global head of the Marketing Demand Centre, he led programmes to generate demand and build the company’s sales pipeline across markets. In January 2026, TCS elevated him to Global Head of Marketing Technology & Digital, bringing its digital marketing, creative and marketing technology teams under one leader. His mandate is to use data and AI to help those teams engage clients and generate new business.
Tiwari had already made the case for closer collaboration between marketers and technologists in his book, Mar-Tech: A Marriage Made on Earth. In a LinkedIn post about his TCS remit, he described what that meant in practice. One of the hardest conversations was asking three leaders to set aside their separate scorecards and agree on how they would measure success together.
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