As the marketing landscape evolves rapidly, brands are seeking deeper, more meaningful connections with their consumers. The fusion of genetic insights and marketing strategies is opening up groundbreaking opportunities for businesses to engage with their audience on a highly personalised level.
Gene-driven marketing taps into cutting-edge genomic advancements to customize products, messaging, and experiences based on individual genetic traits, behaviors, and preferences. This helps the businesses to create more targeted and relevant marketing campaigns that resonate with consumers on a personal level, ultimately leading to increased brand loyalty and customer satisfaction.
Additionally, gene-driven marketing can also help businesses stay ahead of the competition by offering unique and innovative products and services tailored to the specific needs and interests of their target audience.
Medianews4u.com caught up with Kaumin Patel director Brandsoon. – a young entrepreneur mastering marketing success through consumer psychology.
Q. Companies today want actual ROI from marketing activities. How does genetic marketing help in this regard?
Genetic marketing delivers actual ROI by targetting the fundamental drivers of consumer behaviour—those primal instincts like survival, status, reproduction, and belonging. Unlike traditional marketing that might just increase visibility or clicks, genetic marketing is engineered specifically for conversion. When we align our messaging and offers with these deep-seated motivators, we’re speaking directly to the decision-making centers of the brain.
This creates campaigns that don’t just capture attention but actually trigger action. The result is marketing that moves beyond surface-level metrics to deliver tangible returns through higher conversion rates, improved customer lifetime value, and more efficient acquisition costs.
Q. How can genetic marketing—a blend of science and marketing—impact customer segmentation and target marketing?
Genetic marketing redefines segmentation by digging much deeper than traditional methods. Traditional segmentation tends to categorise customers based on demographics or expressed interests—really surface information—while gene-driven segmentation traces behaviour back to evolutionary stimuli. This establishes a completely different customer motivational paradigm.
For instance, two individuals buying the same item may be motivated by completely different gene-based factors—one for security, another for social proof. By recognising these psychological clusters, we can design hyper-relevant offers, creative assets, and customer experiences that directly address each cluster’s fundamental motivations.
This specificity enables marketing that is nearly instinctual for the customer, not only responding to what they desire, but also why they desire it at a biological level. The outcome is targetting that resonates on a subconscious level, creating much greater engagement and conversion rates.
Q. What was the market gap that led to the creation of gene-driven marketing? What goals have been set for the coming three years?
The market gap was clear: marketing approaches werpolarizesed between purely emotional appeals lacking logical foundation and overly technical approaches without emotional connection. There was no comprehensive framework that successfully integrated behavioural science, evolutionary psychology, and practical marketing execution. Gene-Driven Marketing was created to bridge this divide.
Our three-year roadmap is ambitious but focussed. We aim to:
1. Partner with 100+ brands to help them double their conversion rates through gene-based strategies.
2. Build an academy dedicated to training 10,000 marketers in these evolutionary frameworks.
3. Develop the industry’s most comprehensive playbook for evolutionary marketing, creating a new standard for how brands connect with human motivation.
This three-pronged approach will establish gene-driven marketing as not just a novel concept but an essential marketing methodology with proven results.
Q. Is genetic marketing still in its early days in India? Is it used a lot in markets like the US and UK?
Yes, genetic marketing is just beginning to gain traction in India—we’re in the early adoption phase. In contrast, Western markets have seen brands like Apple, Nike, and Netflix intuitively leveraging gene-based strategies for years. What’s happening now is the formalisation of these approaches into a systematic methodology.
In India, we’re seeing encouraging results among early adopters who recognise the power of evolutionary triggers in their marketing.
That said, it remains largely a blue ocean opportunity with substantial untapped potential. The brands that embrace these techniques now will establish a significant competitive advantage as the approach becomes more mainstream in the Indian market.
Q. Gene marketing focuses on desires like survival and replication. That results in ads that target different consumer instincts. How does this strategy boost brand recall in a cluttered environment like the IPL?
In the intensely competitive advertising environment of the IPL, traditional ads are essentially fighting a volume battle—trying to shout louder than everyone else. Gene-based marketing takes a fundamentally different approach by whispering directly to the brain’s ancient wiring instead.
When a brand strategically activates tribal identity feelings, fear of missing out, or status signaling, it creates a deeper neurological imprint than conventional promotions.
For example, an ad that triggers our innate desire for social belonging will create stronger memory associations than one simply highlighting a discount. This approach makes advertising memorable not because of repetition or flashiness, but because it resonates at a primal level.
The result is significantly higher brand recall even amidst the noise of IPL advertising. Brands using gene-driven strategies become part of the viewer’s subconscious narrative rather than just another forgettable commercial break.
Q. Does the goal of genetic marketing by brands tend to be performance marketing or brand building?
Genetic marketing successfully spans the frequently artificial gap between performance marketing and brand building. Performance marketing provides tangible, quantifiable results in the short term, while gene-based strategies at the same time forge strong long-term brand impressions within the consumer’s mind.
It’s most easily understood as creating an entire marketing funnel where brand magnetism at the top naturally segues into conversion science at the bottom. When your marketing appeals to basic human impulses, you’re not necessarily having to pick between immediate action and lasting impression—you get both at once.
This synergy is likely genetic marketing’s greatest insight into the field. It places the historically compartmentalized aims of creating brand equity and initiating conversions into one unified strategy underpinned by human evolutionary psychology.
Q. How does gene marketing help companies innovate in terms of products and services?
Gene marketing transforms the innovation process by shifting the fundamental question from “What do customers say they want?” to “What do their genes crave?” This creates a much deeper foundation for breakthrough ideas.
For instance, if we identify that a segment is primarily motivated by the need for belonging, we might develop products that create or reinforce tribal identity. If status-seeking is the driver, we can design services that make customers feel elite or distinguished. By starting with these evolutionary imperatives, companies can develop offerings that connect at a primal level rather than just addressing surface needs.
This approach opens entirely new avenues for R&D, product development, and user experience design. It leads to innovations that don’t just solve functional problems but satisfy deep-seated emotional and biological drives—creating stronger product-market fit and customer loyalty in the process.
Q. Hyper-personalisation is a focus area in 2025 across categories. How does the fusion of genetic insights and marketing strategies help in this area?
While most hyper-personalization efforts focus on surface-level data points like browsing history or purchase patterns, genetic marketing takes personalisation to a fundamentally deeper level by addressing the emotional DNA of each customer segment.
By understanding the specific fears, desires, and identity markers driving each customer group, we can craft messaging that resonates at an almost instinctual level. When this deep psychological understanding is combined with AI-driven behavioural tracking, the result is personalization that feels almost telepathic in its accuracy and relevance.
This approach elevates personalisation from simple demographic targeting to true psychological alignment. Instead of just knowing what a customer might want to buy, we understand why they want it—allowing for communication that feels uniquely attuned to their internal motivations. This creates not just more effective marketing but experiences that customers find genuinely meaningful.
Q. Could you shed light on work done recently by Gene Driven Marketing that stands out?
One project that particularly exemplifies our approach was our work with a career branding expert targeting professionals stuck in what we call “invisible careers.” The conventional approach would have emphasized job benefits or career advancement tactics.
Instead, we developed a gene-driven narrative centered around deeper motivators: identity reinforcement, survival instincts, and generational security. By speaking to these fundamental needs rather than surface-level benefits, we created messaging that resonated at a much deeper level with the target audience.
The results were remarkable: a 4X increase in lead-to-sale conversion and nearly Rs. 26 lakh in revenue potential from a single campaign. This success demonstrates how addressing evolutionary drivers can dramatically outperform conventional marketing approaches, delivering measurable business impact through deeper human connection.
Q. Is the media and entertainment sector an important client base—like broadcasters, OTT platforms, and ad agencies?
Absolutely. The media and entertainment industries represent ideal applications for gene-driven marketing because they fundamentally operate in the realms of attention, emotion, and influence—all battlegrounds where evolutionary psychology plays a decisive role.
Whether we’re positioning a new streaming series, building IP stickiness, or helping ad agencies create higher-converting creative assets, the entertainment sector provides fertile ground for gene-based strategies. The emotional nature of entertainment consumption makes it particularly responsive to approaches that tap into primal drives and instincts.
Our work with entertainment clients is really just beginning, and the potential is enormous. As streaming competition intensifies and attention becomes increasingly scarce, the ability to connect content with viewers’ evolutionary drivers will become a critical competitive advantage.
Q. Apple is seen as a great example of gene marketing because it sells status and simplicity. How does this make it different—and maybe more effective—compared with other mobile phone manufacturers?
Apple sells feelings rather than features. While other manufacturers focus on specs and capabilities, Apple has masterfully tapped into the human gene for status, identity, and tribal belonging. When consumers purchase an iPhone, they’re not just acquiring a device—they’re buying a story about themselves and their place in society.
This evolutionary approach creates several competitive advantages. First, it allows Apple to command premium pricing that defies conventional price-value equations. Second, it builds loyalty that transcends rational product comparisons. And third, it turns customers into evangelists who feel personally invested in the brand’s success.
Other mobile manufacturers primarily sell utility; Apple sells evolution—a chance to signal status, belong to a desirable tribe, and simplify life in an increasingly complex world. This fundamental difference in positioning explains why Apple enjoys industry-leading margins and customer loyalty that other brands simply can’t match.
Q. How has the agency integrated AI?
We’ve approached AI not merely as an automation tool but as an amplification technology for our gene-driven methodologies. Rather than viewing AI as separate from our evolutionary frameworks, we’ve built systems where the two work in synergy.
For example, we use AI to rapidly test dozens of variations of ad angles rooted in different gene triggers, allowing us to identify which evolutionary drivers resonate most strongly with specific audiences. We’ve also developed tools that analyse behavioral data to construct detailed psychological personas that go far beyond traditional customer profiles.
This integration represents what we see as the future of marketing: gene + machine. By combining the timeless wisdom of evolutionary psychology with the computational power of artificial intelligence, we’re creating marketing approaches that are simultaneously more human and more data-driven than conventional strategies.
