Marketing data is now enterprise infrastructure, and DPDP has moved it onto the CIO’s desk
By Keerthana Chandrasekaran, Co-Founder, Bunjy Digital
For years, marketing data belonged to marketing. It now runs personalisation, AI decisioning, lead scoring and revenue forecasting, and it moves across CRMs, CDPs, ad platforms, AI models and outside vendors before any of that happens. The customer sees one company. Their data moves through an ecosystem. Marketing data has become enterprise infrastructure, and it needs the governance that comes with that.
None of this was decided. It accumulated. What has changed is that it now has a compliance clock attached to it, and a set of rules that are unusually reasonable about how much time everyone gets.
The Digital Personal Data Protection Rules were notified in November 2025, turning the 2023 Act into an enforceable regime with dates. The Data Protection Board has been operational since then, Consent Manager registration opens in November 2026, and the core obligations covering notice, consent, security safeguards,...
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