The Super CMO Show - Srinjoy Das (#018)

In this episode of the Super CMO Show, Srinjoy Das, a marketing leader with experience at digital-first companies like Krafton, Tencent, and Airtel, reveals the future of marketing. From his civil engineering background at NIT Trichy to his finance-heavy education at IIM Calcutta, Srinjoy brings a unique analytical perspective to modern marketing. He discusses why marketers must become fluent in finance to gain credibility with CEOs and CFOs, shares the science behind viral content creation, and explains how to authentically engage Gen Z audiences. The conversation covers everything from building content-first campaigns to understanding the metrics that matter in digital marketing, offering actionable insights for marketers navigating today’s competitive landscape.About SrinjoySrinjoy Das is a marketing professional with extensive experience in digital-first companies including Krafton (PUBG Mobile), Tencent, and Airtel.  He has worked across gaming, entertainment, and telecom sectors, specialising in viral marketing, Gen Z engagement, and data-driven marketing strategies. At Krafton, he has led marketing campaigns that achieved record-breaking engagement and helped launch BGMI (Battlegrounds Mobile India) with the “India Ki Heartbeat” campaign.5 Marketing Insights from Krafton's Srinjoy Das:💰 Speak Finance or Stay Irrelevant CMOs must know ROC & margins to get CEO buy-in. Finance-fluent marketers win budgets; brand-only thinkers get sidelined.🎬 Entertainment > Advertising Nobody remembers Airbnb's slogan, but viral content builds loyalty. Create stories, not ads.🔄 Gen Z: Always Be Surprising Zero switching costs = constant innovation needed. One boring campaign and they're gone forever.🚀 Virality = Science, Not Luck Track shares over views. Master: 5-second hooks, high AVD, authentic insights. Views are bought; engagement is earned.💬 Comments > Focus Groups 2-3 lakh monthly comments beat any traditional research. Real users give real insights—skip the glass walls.Timestamps00:03:00 - 00:05:21 - From Civil Engineering to Marketing00:05:21 - 00:08:48 - Why Choose Startups Over Traditional Companies?00:08:48 - 00:15:31 - Why Finance Knowledge is Critical for Marketers00:15:31 - 00:23:01 - Finance-First Marketing: Convincing CEOs with ROC & Margins00:23:01 - 00:29:32 - Building Engagement Through Content & Context00:29:32 - 00:34:19 - Does Content Marketing Work for Traditional Brands?00:34:19 - 00:42:03 - Campaign Case Study: From Messaging to Entertainment00:42:03 - 00:48:15 - Cracking the Gen Z Marketing Code00:48:15 - 00:51:59 - Market Research in the Gaming Industry00:51:59 - 01:00:51 - The Science Behind Viral Marketing01:00:51 - 01:06:21 - The Future of Marketing Agencies01:06:21 - 01:10:33 - Marketing Department of the Future01:10:33 - 01:10:48 - What Success Means01:10:48 - 01:11:11 - Best Advice Received01:11:11 - 01:11:55 - Advice for College Students01:11:55 - 01:13:58 - Dream Dinner GuestsThis episode was made possible by the great folks at MovingWalls. Moving Walls provides a global Adtech platform built by Out-of-home advertising experts, automating the process of planning, buying, executing and measuring OOH campaigns, with a presence across four continents and seven markets. Visit https://www.movingwalls.com to learn more.#MarketingStrategy, #FinanceForMarketers, #ViralMarketiSelected Links and Show Notes: https://www.contraminds.comSubscribe to our Weekly Newsletter: https://blog.contraminds.comFollow UsTwitter: https://twitter.com/contramindsInstagram: https://www.instagram.com/contraminds/LinkedIn: https://www.linkedin.com/company/contramindsFacebook: https://www.facebook.com/contraminds