Leaders

The evolving marketing landscape has become in­creasingly complex, requiring creative campaigns, alignment, intelligence and creativity. To excel amidst the rising competition, organizations must foster collaboration across departments, invest in upcom­ing marketing technologies, and ensure teams are guided by shared goals based on deep understanding of the customer journey.

Aakriti Bansal, an entrepreneur, content creator, and firm believer in impact-led growth, is a dynamic marketing leader that blends strategic clarity and creative storytelling for every project. Her academic roots at IMT Ghaziabad laid the groundwork for a career shaped by innovation, strategic thinking, and a deep commitment to community. With a sharp eye for strategy and a heart for impact, Aakriti is widely recognized for her ability to drive measurable growth while staying anchored in her purpose.

Take us through the formative years of your life & the key influences that shaped your life’s trajectory.

Growing up in a joint family rooted in education, I learnt the value of perseverance and quiet strength. My parents, especially my father, led with discipline and trust, while my mother made quiet scarifies that shaped who I am. Being an introvert, I sought peace and comfort in books and novels.

In my early years I decided to rewrite my story, to speak up, build confidence, and never let others define me. Through public speaking and active participation in school events, I worked on rebuilding my self-worth. Personally, I was navigating many challenges like career setbacks, financial stress, and more, but turned to spirituality to gain power and understanding.

Volunteering, that began as a strategic move in 2016, soon transitioned into a transformative experience. When I joined Noise, I wore many hats at work. Post MBA, I had the opportunity to work with top brands like Godrej and L'Oréal.

Later I returned to Noise to lead new, high-impact projects. This lead to spark a thought, that if I could drive this kind of growth for someone else, I could do it for myself too. That led to the creation of Torchlight.

What key lessons did you learn as a marketer early on?

One of the most valuable lessons I learnt early on was that hands-on involvement is non-negotiable. True expertise comes from doing the work yourself. It is only when you take ownership, that you build the kind of insight needed to make strategic decisions for your brand.

Times today are defined by an algorithm-led and content-driven landscape where consumer psychology leads every decision. Personally, I aim to deeply understand what moves the consumers emotionally, and I never hesitate to experiment for growth and impactful expansion.

Introduce us to Auric Lifestyle? What responsibil­ities do you shoulder as the company’s Director of Marketing?

We built Auric Lifestyle to be a full-spectrum solution for brands entering the Indian market. For international clients like Oraimo and Eureka, and several national ones, we offer seamless execution, covering logistics, service, distribution and more. Marketing strategy and execution are led through our vertical, Torchlight.

Torchlight is a marketing agency I founded, which now operates under the Auric Lifestyle umbrella following their investment. Torchlight continues to serve clients as a standalone agency. We handle the entire marketing lifecycle for our partner brands. We also handle social media and ad films to performance marketing across Amazon, Flipkart, Blinkit, Zepto, and more. Our services include everything from website development to listing optimization, driving complete e-Commerce growth.

How do you build marketing strategies that strengthen brand presence and boost revenue at Torchlight?

With over two decades of collective experience in the electronics industry, our team understands the market pulse. This depth of insight allows us to stay ahead and deliver what brands truly need. For us, strategy is not guesswork, it is informed by data and dialogue. We study market trends, identify unmet needs, and align our efforts to solve real consumer problems.

From consumer conversations to stakeholder feedback, we build clarity before we build campaigns. By enabling closely with offline and online partners, we are able to align pricing, product, and placement. It is not guesswork, but is insight-driven execution.

What are some challenging aspects of being a marketer today? How do you navigate through these roadblocks?

Talent acquisition has become one of the most demanding parts of my role. While the volume of participants is usually high, it is a combination of motivation, skill-set and attitude that is hard to come. Shifting through numerous interviews daily, finding the right fit remains an ongoing challenge.

While today’s fast-evolving landscape, most technical challenges are solvable, with AI, automation, and a range of innovative tools available at our fingertips. Marketing hurdles will always exist, but what truly makes the difference is the team behind it. This is the reason why finding and hiring the right people for a dynamic team remains my most demanding aspect of growth.

Looking back, which key milestones standout in your journey? What has been your success mantra?

Launching Torchlight, securing funding for Auric Lifestyle, and transforming that investment into a larger enterprise were turning points in my professional journey. Earlier on, stepping into a global organization like L'Oréal was also a foundational achievement, one that set the stage for everything else to follow.

Success to me begins with honesty. I believe in leading with transparency as it helps me clearly communicate my capabilities and boundaries. This consistent integrity has built trust and long-term value in every relationship.

How is the Indian marketing landscape evolving? Which industry trends will have a strong impact going forward?

As the market continues to evolve digitally, AI-generated content is quickly becoming the new standard. We are entering a phase where professionals skilled in tools will be in high demand. With a shift in the marketing landscape, what sets the candidate apart is proven experience, a strong content portfolio, real audience engagement or the ability to grow a digital presence. Success begins and is sustained by deeply engaging the audiences ensuring to capture their attention and visibility.

Aakriti Bansal, Marketing Director, Auric Lifestyle

Aakriti Bansal is a young business entrepreneur who has carved a niche as both a marketing visionary and a social impact advocate. As the Marketing Director at Auric Lifestyle, she aligns business growth owing to her sharp marketing acumen and creativity. Stepping into the corporate world with global names like L’Oréal and Noise, Aakriti has been driving successful businesses built on meaningful connections that drive long-term value.