In Focus: From Shelves to Screens Aseem Puri on Unilever International’s Bold Moves in the Digital Era

In this vodcast series, we're sitting down with the movers and shakers of the consumer packaged goods (CPG) world to uncover the big questions keeping them up at night. How do century-old brands stay relevant in a digital-first world? How do platforms like TikTok reshape the way consumers discover, purchase, and advocate? Is consumer loyalty dead?💡Hit play to find out!

Our next guest is Aseem Puri, CEO at Unilever International. Beyond his official CEO title, Aseem also identifies as a CMO: Chief Motivation Officer, and CIO: Chief Innovation Officer. Joining him in conversation is Yinren Peh, Head of Global Accounts (APAC & METAP) at TikTok.

In this episode, we’re diving deep with Aseem to unpack how digital platforms like TikTok are reshaping consumer discovery and what that means for brands today. With viral trends like #TikTokMadeMeBuyIt driving real sales and challenger brands competing toe-to-toe with industry giants, the game has changed.

Aseem shares how Unilever is embracing experimentation, rapid innovation, and a founder’s mindset to stay ahead—plus why he believes every marketer should be running weekly experiments. 🚀

Watch the full interview to discover:

🔹 How TikTok fuels full funnel impact from brand buzz to clicks and conversions

🔹 Why passion-driven communities are key to CPG success

🔹 How Unilever is adapting to compete with agile indie brands

"With TikTok, one thing is different: there is glorification of the product. The drama is around what the product is. The conversation is about its benefits, features, what works and doesn't work."

- Aseem Puri, CEO of Unilever International

Hit play now!