From the advertising streets of India to the world of travel tech, this marketing leader’s journey has been anything but ordinary. Known for his bold ideas, passion, and unshakeable determination, Shyam Sunder helped shaped some of the most iconic brands across sectors. Here’s the story of how discomfort, creativity, and perseverance built the foundation for a career that continues to thrive.

Lessons from Early Life: The Power of Discomfort

This marketing maverick’s career didn’t start with ease or luxury—it began with discomfort and insecurity. “My Dad made me realize that once an adult, I’d be on my own,” Shyam Sunder recalls. While that realization was terrifying, it became the driving force behind his success. “That feeling of fear and insecurity made me the self-made man I am today. My career growth was hard, painful, and slow—but incredibly rewarding and fulfilling.”

This combination of challenge and reward built resilience and grit. His journey wasn’t just about surviving the discomfort but about using it as fuel to build something meaningful. The early struggles shaped his mindset for the long haul, creating a foundation that would help him navigate the competitive world of advertising and marketing.

A Love for Creativity and Breaking Traditions

From a young age, Shyam Sunder was creatively inclined and had an admiration for those who broke traditions. “Normal was boring to me,” he says. This creative mindset naturally drew him to the world of advertising and marketing, where innovation and out-of-the-box thinking are essential.

His love for the field was so deep that if he had to do it all over again, he wouldn’t change a thing. “I idolized mavericks,” he reflects, and his career reflects that admiration for trailblazing ideas and bold moves. In an industry that’s always evolving, his willingness to challenge the status quo and learn has been the key element of his success.

Building Challenger Brands from Scratch

One of his proudest achievements is building challenger brands from scratch across sectors and geographies. “To have done that with creativity and innovation for so many years was the cherry on the cake,” he says. His ability to consistently bring fresh ideas to the table has earned him and his brands global recognition.

But what matters most to him isn’t just the success of the brands he’s built—it’s the people he’s helped along the way. “One achievement close to my heart is the careers of so many people I helped build over the years. Some of them have gone on to have amazing careers, and many remain good friends to this day.”

From Management Trainee to Marketing Powerhouse

His professional journey began with a leap of faith. He literally walked into one of India’s largest advertising agencies, Mudra (now DDB India), and joined as a Management Trainee. “I still remember being told by the Branch Head that there was no seat for me in the office,” he recalls. “My response was, ‘I’m willing to stand and work all day!’

Starting in a small market in southern India came with its own set of challenges, including limited opportunities and exposure. But he was fortunate to begin his career in the 1990s—widely regarded as the golden age of Indian advertising. Working with some of the best in the industry, he gained the foundational knowledge and skills that would serve him throughout his career.

Current Focus: Revolutionizing B2B Marketing at TBO.COM

Today, Shyam Sunder is challenging B2B marketing conventions at TBO.COM, one of the world’s finest travel tech brands. His current goal is focused on helping this brand differentiate and grow in a highly commoditized space. “My work at TBO.COM is the perfect fit for my career aspirations—it’s exciting yet challenging and full of potential for creativity & innovation.”

His experience across industries has equipped him with the wisdom and tools to make a significant impact in travel tech, and his role at TBO.COM is the latest chapter in a career defined by transformation and creativity.

Inspiration from Leaders and Mentors

Throughout his journey, he’s been inspired by leaders who helped shape his career and thinking. On a personal level, his father was his greatest influence—his passion, hard work, and dedication to modernizing India with cutting-edge German engineering products made a lasting impact.

In his professional life, several names stand out. “TK Harshan, then at Mudra, gave me my big break in advertising, while Suresh Pillai, who owned Fountainhead Advertising, honed my strategic thinking and business development skills over a period of 10 years,” he says. Abid Junaid at ETA Star gave him the opportunity to move to the marketing side of the table in Dubai, while the late Russel Sharpe taught him the fundamentals of the hospitality sector.

Most importantly, Neelesh Bhatnagar at Landmark Group provided the big breaks and still continues to guide him with the right career choices. Now, he finds inspiration from Gaurav Bhatnagar, Co-Founder & Joint Managing Director of TBO.COM, whose vision and passion keep the company’s 1,800+ employees motivated and driven every day.

Staying Positive Through Setbacks

Like many others, his career has had its share of ups and downs. He’s faced extreme lows and life-changing setbacks, but his resilience has always brought him through. “Much of my motivation during crises came from the simple fact that I had to pay the bills,” he says with a laugh.

But beyond financial necessity, it’s his unwavering positivity, passion, and perseverance that have been his most valuable assets. “With a great support system—my family, friends, and well-wishers in the industry —I’ve been able to overcome the worst setbacks life has to offer.”

Learning from Failures and Looking Ahead

While he doesn’t go into detail about the major failures he’s experienced in his career (you’ll have to wait for his book titled’ Fled. Failed. Fired – The real value of failures in one’s success’), he does share one key lesson: “The most important lesson I’ve learned is to have the humility and honesty to learn and move on. And to never self-doubt yourself or compromise on your beliefs and values”

This approach to learn and reinvent has shaped the way he tackles challenges in his career. By embracing his failures, he’s been able to grow not just as a professional but as a person.

Success Redefined: From Fame to Kindness

For much of his career, fame and fortune were the markers of success. But now, his definition has evolved. “Success is no longer about how much you achieve in your career—it’s about how good a person you can be.” He measures success by the positive difference he’s made in others’ lives and the joy of giving, which he sees as the biggest gift. Shyam Sunder hopes his legacy will be defined not only by his work but by the passion, creativity, and integrity he brought to everything he did. “To be known as someone with a big heart would be nice,” he says.