MMA Global India, in partnership with GroupM, has launched the fifth edition of the Modern Marketing Reckoner 2025 at MMA IMPACT India in Gurugram. Titled “The CMO’s Guide to Growth Hacking,” this flagship publication offers actionable insights for marketing leaders navigating a fast-paced, disruption-driven business landscape.
The latest edition reflects the evolution of the CMO’s role – from brand custodian to growth architect. Drawing insights from over 50 industry experts, the report outlines how today’s marketers must embrace data, agility, and experimentation to thrive in an age shaped by Gen Z behaviors, Generative AI, quick commerce, and premiumisation.
Prasanth Kumar, Co-chair MMA Global India & CEO, GroupM South Asia, noted, “Marketing is at a turning point. Growth is no longer incidental – it must be engineered through creative risk-taking and outcome-driven thinking. This Reckoner is a strategic tool for CMOs to lead through complexity with clarity.”
Moneka Khurana, Country Head of MMA Global India, added, “Growth hacking today is about bold leadership and fast experimentation. This edition gives CMOs the tools to lead with purpose and adaptability in an environment where dualities – brand vs performance, mass vs micro – must be balanced.”
Key themes in the report include Gen Z’s shifting loyalty norms, the rise of quick commerce, the deepening premiumisation trend, AI’s transformative impact on marketing, and the CMO’s growing responsibility to drive financial outcomes.
The Reckoner positions itself as a must-read guide for marketers seeking to lead with innovation and measurable impact.
