Suraj Shukla joins Yes Madam as BTL marketing lead, branding

There is a particular breed of marketer who has never needed a boardroom to prove a campaign works, and Suraj Shukla is very much of that breed. Over 15-plus years, he has built his reputation not on decks and dashboards but on lanes, societies and hubs, the unglamorous ground game that digital marketing simply cannot reach. That experience has now landed him the role of BTL marketing lead, branding at Yes Madam, where he will lead BTL marketing, offline marketing, brand activation and on-ground branding initiatives across India.

The appointment follows a stint as offline marketing lead for Mumbai at Pronto, where Shukla managed 80-plus field teams and 69-plus hubs across Maharashtra, Gujarat and Madhya Pradesh, driving three times market demand through BTL campaigns, society activations and hyperlocal strategies built to convert rather than merely impress. That is the kind of scale that separates people who talk about grassroots marketing from people who have actually run it.

Before Pronto, Shukla spent close to four years as business development manager and brand manager at NoBrokerHood and NoBroker Technologies Solutions, where he executed BTL campaigns, society activations and field-level customer acquisition drives while owning P&L, revenue targets and team leadership. Earlier still, nearly a decade at Indiamart Intermesh saw him rise from assistant manager for client acquisition to senior marketing executive, alongside parallel stints at Pensa Media and Kreative Technology executing experiential marketing, brand activations and on-ground campaigns.

What comes through across that career arc is consistency of philosophy rather than job titles. Shukla describes his approach as building markets rather than running campaigns, taking brands from zero presence to category dominance city by city. That is not a small claim, but the track record of vendor negotiation, field team building and demand generation across multiple states backs it up.

For Yes Madam, a brand competing hard for visibility and consumer trust in a crowded services market, bringing in someone who understands hyperlocal activation at this level is a sensible bet. Offline marketing in India remains the terrain where digital budgets alone cannot win, and Shukla’s appointment signals the company’s intent to build its brand presence lane by lane, exactly where he has made his name.