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Jagged with Jasravee : Edgy Conversations on Marketing, Brand Building, Innovation & Consumer Trends

Jagged with Jasravee : Edgy Conversations on Marketing, Brand Building, Innovation & Consumer Trends

By Jasravee Kaur Chandra
“Creative thinking takes place neither inside the box nor outside the box, but at the edge of the box.” Free-flowing, long-form conversations about marketing, branding, innovation, consumer behaviour and trends. Conversations that ignite new ideas. Ideas with rough, sharp edges ! These conversations with thought leaders discuss best practices, trends, case studies and insights on topics ranging from strategy planning, brand building, marketing strategy, communication strategy, digital marketing etc. Facilitated by Jasravee Kaur Chandra, Director, Master Sun, Consulting Brand of Adiva L Pvt.Ltd
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Ep 36 : 'The English Nut' on Award Winning Advertising Campaigns, Storytelling in Marketing, Big Idea, Personal Branding Tips by Sumanto Chattopadhyay, Chairman of 82point5 Communications, WPP Group
What was the background, creative challenges and insights behind the Grand Effie Winning Campaigns for Bisleri & Star Plus ?   What will be the role of story telling, creative ideas in the fast changing world of digital marketing?  What will change and what will not?  How did you turn your passion for english, into an interesting concept of 'The English Nut'. In light of that how do you look at personal branding?   Sumanto answers the above questions and many more as he takes us on a fascinating ride on the various facets of his life- award winning advertising guru, actor, passionate English Nut, passion for Tagore etc.   Sumanto Chattopadhyay  is the chairman & chief creative officer of 82.5 Communications, Ogilvy Group, which he helped launch in 2019. Earlier, he was the executive creative director, South Asia, Ogilvy. Sumanto has won advertising awards at Cannes, the Clios, the One Show, the London Festival, the Abbies and Kyoorius. He won a Grand Effie for the Star Plus campaign and his company won another Grand Effie for the Bisleri Camel campaign.    Please connect with him on https://www.linkedin.com/in/sumanto-chattopadhyay-827442182  Sumanto's alter ego is The English Nut, his channel which has a lot of wit and wisdom about the English language.   Please Visit The English Nut Channel  on Youtube : https://www.youtube.com/channel/UCH9PeUclH0VY9vnESCj-Tlg Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.    Please connect with Jasravee on Linkedin at  https://www.linkedin.com/in/jasravee/  Follow Jagged with Jasravee on Social Media   Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Linktree : https://linktr.ee/jaggedwithjasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Please visit our blog at http://www.mastersun.in/ #awardwinningads #advertisingcasestudy #theenglishnut
34:60
July 25, 2021
Ep 35 : Case for Applied Anthropology in Business : Human Insights for User Experience Design, New Product Development, Digital Campaigns by Matt Artz, a Business & Design Anthropologist
How  can an anthropologist add value  to producing better products, designs or a campaign?   What is the role of ethnography in research and how does it  help in understanding the WHY ?   Matt Artz answers the above questions as he makes a strong case for anthropology in business, consumer research, product design and development. Matt is a Business & Design Anthropologist , SXSW & TEDx Speaker  & Head of Product & Experience at Cloudshadow Consulting + Venture Resources.    Matt makes a case for  anthropology as it helps us uncover the 'Unknown-Unknowns' and hidden insights. Amongst other things Matt talks about how he is using insights from ethnography  to develop a disruptive app for the art market. He also delves on bigger issues like how current algorithms are having unintended consequences and the need to have a multidisciplinary approach to solving societal issues.    You may connect with Matt on    https://www.linkedin.com/in/matt-artz-anthropology/  https://www.mattartz.me/  00:00   Introduction to Matt  00:42   How Anthropology helps to  Un-cover Hidden Insights  04:56   Arts App Developed by Matt  07:32   Theory of Social Capital  9:00    The Rise of Anthropology  12:48  Role of Anthropology in Understanding Future Possibilities   15:44  Deductive vs Inductive Problem Solving  17:10  Rapid Fire - Personally Speaking with Matt Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.    Please connect with Jasravee on Linkedin at   https://www.linkedin.com/in/jasravee/   Follow Jagged with Jasravee on Social Media   Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Linktree : https://linktr.ee/jaggedwithjasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Please visit our blog at http://www.mastersun.in/ #digitalanthropology #businessanthropology #designanthropology
19:35
July 21, 2021
Ep 34 : Kurt Nelson on Application of Behavioral Science in Driving Effective Team Performance & Improving Marketing, Advertising Effectiveness. Dr Nelson on Applying Behavioral Psychology to Business
How can behavioral psychology  be applied to the improve team performance and effectiveness especially in Marketing & Communications Industry ? How can behavioral psychology  be applied to the field of marketing and advertising ? How does one apply the concepts like 'Behavioural Priming', 'Power of Social Proof', 'Mere Exposure Effect' and 'Loss Aversion' in improving Advertising & Marketing Effectiveness ?  Dr. Kurt Nelson, PhD  answers the above questions and many more as he takes us on a fascinating journey on how behavioral sciences can improve productivity and effectiveness of organizations, marketing and advertising. Kurt is an innovative leader, engaged in helping companies use behavioral science insights to help companies and people improve.  Please connect with Kurt on Linkedin   https://www.linkedin.com/in/kurtwnelson/  Kurt is the Founder & President at The Lantern Group, a Behavioral Design and Communication Agency. They help improve organizational performance by applying behavioral science insights to the human side of business. Please visit the company at https://lanterngroup.com/  Kurt is a co-founder of Behavioral Grooves Podcast. Started in December of 2017, the award-winning Behavioral Grooves is one of the fastest-growing podcasts in the social science realms. Please visit the website of podcast  at  https://behavioralgrooves.com/   Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.    Please connect with Jasravee on Linkedin at  https://www.linkedin.com/in/jasravee/  Sarvajeet Dinesh Chandra is an occasional co-host of the videocast/podcast. He is the Founder Director at Master Sun, Consulting Brand of Adiva L Pvt. Ltd.   Please connect with Sarvajeet on Linkedin at https://www.linkedin.com/in/sarvajeet/  Follow Jagged with Jasravee on Social Media   Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Linktree : https://linktr.ee/jaggedwithjasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Please visit our blog at http://www.mastersun.in/  #neuromarketing #behavioralscience #behaviouralpsychology
59:35
July 13, 2021
Ep 33 : How to become a Global Thought Leader ? Thought Leadership Marketing Strategy, Publicity Tools, Publicity Examples & Growth Hacks by Tracy Lamourie, Founder & MD Lamourie Media
What is a thought leader and what exactly is thought leadership?  How to become a global thought leader ?  What are the strategies and tools that help you gain traction as a global thought leader ?   Tracy Lamourie, an international award winning publicist, takes us on a journey of how to become a thought leader if one is a good at something. She shares strategies that will help an expert gain global recognition and traction as a thought leader.   0:00  Introduction 01:43  Marie Kondo Story : Thought Leader on Closet Organisation  03:31  Hairstylist  Story :  To Beverly Hills, From Small Town Canada  04:49  Building an Authentic Personal Brand   06:45  Media Strategies & Tools for Thought Leader Marketing  07:29  Featuring in Global Press - Help a Reporter Out  13:29  Tracy's Upcoming Book - GET REPPED  14:46  Rapid Fire - Personally Speaking with Tracy Tracy Lamourie, a high profile international award winning publicist, is the Founder and Managing Director of Lamourie Media Inc., Greater Toronto Area, Canada. She is a Universal Women's Network 2020 Woman of Inspiration Winner for the Women In Media award . She is the author of the upcoming book GET REPPED - Build Your Brand With Effective Public and Media Relations.    Please connect with her on Linkedin -  https://www.linkedin.com/in/tracylamourie/  Please visit Lamourie Media's website -  http://www.lamouriemedia.com/   Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.    Please connect with Jasravee on Linkedin https://www.linkedin.com/in/jasravee/   Follow Jagged with Jasravee on Social Media   Facebook Page : https://www.facebook.com/jaggedwithjasravee  Instagram : https://www.instagram.com/jagggedwithjasravee/  Podcast Page : https://anchor.fm/jagged-with-jasravee  Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Linktree : https://linktr.ee/jaggedwithjasravee   Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Please visit our blog at http://www.mastersun.in/   #thoughtleadership #thoughtleader #globalthoughtleader
17:28
July 10, 2021
Ep 32 : Journey of Global Superbrands in India - Lifebuoy 'Helps a Child Reach 5' Campaign, Surf Excel 'Dirt is Good' .Nostalgia Marketing & Re-launching Jawa Bike in India by Saji Abraham
How to build brands full of purpose? Case Study of Lifebuoy in India  How to re-interpret a global positioning for a brand and make it relevant in local market ? Case Study of Surf Excel  How to revive a brand after a long slumber, and give it a new life with  nostalgia marketing ? Case Study of Jawa Bike   Saji Abraham, Founder Fighting Fit Brands, answers the above questions as he takes us on a fascinating journey of  Lifebuoy and Surf Excel's evolution as a brand in India.    Saji has 25+ years of experience in advertising and marketing across Lintas, where he was an Executive Director and Classic Legends (the resurrectors of iconic motorcycle brands Jawa, Yezdi and BSA) where he was the Chief Marketing Officer. Saji Abraham has helped launch brands, resuscitate flagging ones and propel both challengers and leader brands onto a growth trajectory.    Saji has now founded Fighting Fit brands with an ambition of helping brands realise their true potential.    Please visit  Saji's new company at https://fightingfitbrands.com/ Connect with Saji on Linkedin https://www.linkedin.com/in/saji-abraham/  00:00  Introduction  01:53 Lifebuoy Caselet - Help a Child Reach 5 Campaign  07:00 Surf Excel Caselet - Dirt is Good Reinterpreted as Daag Acche Hain   15:50  Nostalgia Marketing - Jawa Bikes  Experience  19:30  Role of Ad Agency from CMO Perspective  23:26  Saji's New Venture - Fighting Fit Brands  24:50  Rapid Fire : Personally Speaking with Saji Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.    Please connect with Jasravee on Linkedin https://www.linkedin.com/in/jasravee/  Follow Jagged with Jasravee on Social Media   Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Linktree : https://linktr.ee/jaggedwithjasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Please visit our blog at http://www.mastersun.in/
26:56
July 5, 2021
Ep 31 : End of Customer Segmentation- Changing Consumer Behavior & Trends, Multiple Subcultures & Identities by Professor Micheal R Solomon, professor of marketing in the Haub School of Business
What are the  several fundamental changes in consumer behavior that are happening which you enumerate in your book The New Chameleons ?  How has the pandemic affected consumer behavior, and what dominant patterns of behaviour can we expect in the new normal?  How are the young consumer of today different ? What do they seek from brands and hence which type of brands do they prefer? How will automation and artificial Intelligence change the way we shop and organizations market?  Professor Micheal Solomon answers the above questions as he takes us on a fascinating journey wherein he  introduces the audience to two very different worlds: the real world where individual consumers float seamlessly from one connection to another, defying classification. And an alternative universe where marketers are still trapped by strictly defined consumer segments and media categories which bear no relationship to real customer behavior. Michael R. Solomon is professor of marketing in the Haub School of Business at Saint Joseph's University and he resides in Philadelphia, Pennsylvania. He advises global clients in leading industries on marketing strategies to make them more consumer-centric. He is the author of several leading textbooks on marketing and consumer behavior.  Micheal on  Linkedin :   https://www.linkedin.com/in/michaelsolomon/ His Book The New Chameleons  https://www.amazon.in/New-Chameleons-Connect-Consumers-Categorization/dp/1398600067 The Flow of Conversation 0:00 Introduction  0:50 End of Segmentation & Emergence of Chameleons  4:40  Gender Fluidity Dichotomy   6:43  Man Machine Dichotomy - Breaking Down Barriers   7:42  Athleisure Clothing - Out of Box Thinking   11:22 Young People & Their Relationships With Brands  17:45 AI & It's Impact on Marketing  21:32 Me vs. We Dichotomy - Teenagers Like B2B   25:04 Marketers Talk to Network and Not an Individual  28:00  Guiding Principles in the New Age- Consumers as Partners  31:02  Market Research in New Age - Web Scraping, Sentiment Analysis, Ethnography  36:44  Personally Speaking - Rapid Fire Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Please connect with Jasravee on Linkedin https://www.linkedin.com/in/jasravee/ Follow Jagged with Jasravee on Social Media Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Linktree : https://linktr.ee/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Please visit our blog at http://www.mastersun.in/ #marketsegmentation  #consumerbehavior #consumerculture 
40:02
June 28, 2021
Ep 30 : How new age D2C Brands force MNCs to change Global Brand Strategy. How customer segment of Mothers are not desperate anymore ! by Sanjai Srivastava is Global Business Lead, Team IPG-Unilever
How are global brands and MNCs responding to the challenge of agile new age D2C brands ? How are the MNCs changing structure, strategy and culture to  adapt to the change?   How are Moms evolving across the last 25 years and 5 cultures ? How they are no longer desperate housewives and have truly come on their own ?   Sanjai gives his point of view on the above questions, as he dips into his vast and multicultural experience of marketing prestigious global brands. Sanjai Srivastava is Global Business Lead, Team IPG -UNILEVER, Singapore . Sanjai has over 25 years of business and strategic leadership in brand communication agencies across Mumbai, Shanghai, New York, Bangkok & Singapore and a range of categories and markets for prestigious global brands.   Please connect with Sanjai on Linkedin  https://www.linkedin.com/in/sanjai-srivastava-9363862/  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.    Please connect with Jasravee on Linkedin https://www.linkedin.com/in/jasravee/  00:00  New Age Brands Force MNCs to become relevant, go local   09:45 Evolution of New Age Moms, Not Desperate Anymore  20:21  Personally Speaking with Sanjai - Talent Show & Rapid Fire    Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Follow Jagged with Jasravee on Social Media   Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Linktree : https://linktr.ee/jaggedwithjasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Please visit our blog at http://www.mastersun.in/  #d2cbrands #globalbrandstrategy #modernmotherhood
23:33
June 22, 2021
Ep 29 : 'Death to the Corporate Video'- B2B Video Marketing Strategy & Content Marketing Best Practices by Guy Bauer, Founder/Creative Director, Umault, Chicago
Why are there so many boring "corporate videos'?  Are you struggling to make a marketing video that everyone would want to watch?  What are the biggest mistakes B2B marketers are making with their ads?  What can video marketers learn from TV ads ?   Guy Bauer is the Founder and Creative Director of Umault, Chicago, USA. His agency makes wildly creative B2B video marketing campaigns people actually want to watch.Guy has been making commercial videos for over 20 years . Umault's Website  https://umault.com/  Guy is the author of Death to the Corporate Video, and his biggest life regret is being a Cincinnati Bengals fan. Connect with Guy on Linkedin https://www.linkedin.com/in/guybauer/  0:00  B2B Marketing with Videos - Why it's not a Corporate Video Brochure  6:15  Best Practices of Video Marketing - Mass Mutual, US Case Study  13:55 What Video Marketing Can Learn from TV Ads  21:15 Key Aspects of a Potent Video Marketing Strategy   26:12 Talent Show - Guy's Hidden Talent  27:02 Rapid Fire - Personally Speaking with Guy   Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.   https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1 Follow  Jagged with Jasravee on Social Media   Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Linktree : https://linktr.ee/jaggedwithjasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Please visit our blog at www.mastersun.in  #videomarketing #videomarketingstrategy #videobestpractices
28:36
June 14, 2021
Ep 28 : Pharma Brand Management & Strategy- Marketing FMHGs, Doctors & Other Influencers, Placebo & Nocebo Effect, Health Behavioural Change by Gauri Chaudhari, Author of The Perfect Pill
Is healthcare marketing too scientific and evidence based? Do we think or feel health ?   Could placebo effect and understanding human psychology be better enablers for causing a behavioural change (e.g. wearing of the mask in the pandemic) ?   What are the best practices for Rx to OTC transition ? Why a Doctor stays important stakeholder across ?   Why healthcare marketing needs to be responsible and not gimmicky/opportunistic in the emerging trust deficit world?   0:00 UFP (Unique Feeling Proposition) for Healthcare Branding  3:17 FMHG (Fast Moving Health Goods) Marketing.Role of Doctors & Other Influencers  9:39  Can Vatika Shampoo Protect from Covid ?  11:50  Catalyzing Placebo & Mitigating Nocebo Effect   15:50 Behavioural Change of Mask Wearing During Covid  21:25 Rapid Fire with Gauri Gauri Chaudhari answers the above in an interesting conversation.Gauri Chaudhari is a Co-Founder of Brand Innerworld, a Healthcare Brand Consultancy that specializes in end to end healthcare brand consultancy.Before starting Brand Innerworld, Gauri headed the healthcare business of FCB-Ulka Advertising and handled assignments for India's top healthcare companies including GSK, Cipla, Abbott, Pfizer, Dr. Reddy's, and J&J.    Gauri is the author of the book -The Perfect Pill: 10 Steps to Build a Strong Healthcare Brand.  https://www.amazon.in/Perfect-Pill-Steps-Strong-Healthcare/dp/9353882516  Please connect with her on Linkedin https://www.linkedin.com/in/gauri-chaudhari-5501702/  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.    Please connect with Jasravee https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1 Follow  Jagged with Jasravee on Social Media   Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee  Youtube Page : https://www.youtube.com/c/jaggedwithjasravee  Linktree : https://linktr.ee/jaggedwithjasravee   Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Please visit our blog at www.mastersun.in         #healthinfluencers #healthbrands #pharmabrandstrategy
23:34
June 11, 2021
Ep 27 : Airtel Branding Strategy for Markets in Africa. Consumer Insights about Changing Indian Middle Class by Saumya Chattopadhyay, Senior Vice President, Lowe Lintas India
What are some interesting changes in the Indian middle class over the last two decades ?  Which key trends define an Indian small town’s coming of age ?  How do you launch the brand Airtel in the African Continent to connect with diverse societies & different consumer mindsets?  Why the core brand idea of Airtel needed to find an expression through notions of success, and its various meanings across cultural diversities of Africa?  Saumya Chattopadhyay, Senior Vice President, Lowe Lintas India, answers the above questions and shares his views on cultures, societies and brands. Saumya has a a varied multi-cultural immersion with a work experience of 22 years, working and living in 6 countries & 10 cities, such as Kenya, Saudi Arabia, United Kingdom & more. Most of his career has been spent understanding consumers and gathering insights, working as an account planner in various international communication agencies, across categories like Telecom , FMCG, Financial Services, Automotive and Consumer Durables.  Please connect with him on https://www.linkedin.com/in/saumya-c-66245111/  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Follow Jagged with Jasravee on Social Media  Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee  Instagram : https://www.instagram.com/jagggedwithjasravee/  Podcast Page : https://anchor.fm/jagged-with-jasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
22:32
May 27, 2021
Ep 26 : Sportivity, Lessons from the Playground, The Madness Starts at 9-Corporate Life Lessons from Sport & Rapid Fire with Author Vinay Kanchan
How does one navigate the corporate world, the modern day battlefield with great wars that are fought in the conference rooms ?  What are the lessons, the new 4Ps that we learn from playground that are useful in management thinking and playing the sport of corporate life ( in arenas like conference room) ?  What makes champion ideators from the world of sport tick?  Vinay Kanchan shares snippets from his books that answer the above questions. His books include 'Sportivity', 'Lessons from the Playground' & 'The Madness Starts at 9'. Vinay Kanchan's journey has spanned a departure from engineering into the world of advertising, some memorable campaigns, three bestselling books and a host of brainstorming and training programs which left behind cherished memories.  Please connect with him on https://www.linkedin.com/in/vinay-kanchan-b98034181  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  'The Madness at 9' by Vinay Kanchan is an interesting take on the corporate world, where the great wars are all fought in the conference rooms and within the seemingly peaceful environment of the office. Emails and hierarchies have replaced the sword and the gun as the weapons that can inflict damage.And the enemy just might be everywhere; sometimes very much on your side and could actually be masquerading as your boss.   ‘Lessons from the Playground’ from Vinay Kanchan is an attempt to infuse the adrenaline rush of sport in management thinking. It has been structured along a new set of ‘4P’s’ The First P is People- The first section represents sporting heroes like Pele, Ali, Jordan, Tendulkar and Federer, and seeks to uncover what the corporate world can learn from the life of these champions. The Second P is Platforms- The second section dwells on the great stages in world sport like The Olympics, The World Cups, and Wimbledon & so on. It looks at what management think tanks can embrace from these cauldrons of human potential. The Third P is Processes- The third section looks at the various processes which sport throws up, from rituals like the ‘Hakka’, to sound bytes emerging from on and off the field, and ideas which transformed cricket, Barcelona’s playing style plus the leadership philosophies of some iconic captains. The Fourth P is Pinnacles- The last section celebrates the once in a lifetime, epochal performance; like Bannister’s sub four minute mile, Phelps at Beijing, Maradona in the 86 World Cup etc. Vinay R Kanchan’s Sportivity, emphasises the importance of creativity in an individual’s life. Divided into ten chapters, the book generates ten unique ideas to live life in the creative lane. Moreover, it establishes an explicit connection between working creatively and making phenomenal achievements in life.The author bases his ideas on his observations of a handful of extraordinary sports men and women, who have used creativity to produce phenomenal results.  Follow Jagged with Jasravee on Social Media  Facebook Page : https://www.facebook.com/jaggedwithjasravee  Instagram : https://www.instagram.com/jagggedwithjasravee/  Podcast Page : https://anchor.fm/jagged-with-jasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in #corporatelifecoach #lessonsoflife #lessonsfromsports
15:57
May 23, 2021
Ep 25 : Karthik Kumar Startup Insights and Startup Gyaan from his book 'Don't Startup'. Lessons from Personal Life in Entrepreneurship & Entrepreneurial Mindset
What are the Start-up Life Hacks that ensure that you develop the right entrepreneur mindset ?  As an entrepreneur how do you ensure that your heart in the right place and keeps you focused on 'what you want to change' ?  How do you look at failure and how to be true to yourself as an entreprenuer?  Karthik Kumar, Director at Evam Entertainment & Sideways Training, answers the above questions and shares his experience as entrepreneur, as a Co-Founder Director of Evam, an arts-based entrepreneurship.He shares insights from his book 'Don't Startup : What No One Tells You about Starting Your Own Business'  Please connect with him on Linkedin: https://www.linkedin.com/in/karthik-kumar-2865861/  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Karthik Kumar explores the various emotional challenges an entrepreneur faces and also tells you how to overcome them. He talks about developing the right mindset about starting up and ensuring that your heart is in the right place. His book Don't Startup is not about giving you the knowledge and the know-hows of starting up. It is about imparting the wisdom that Karthik has gained from his journey and how that wisdom will be the strength in yours.  His book is available on Amazon : https://www.amazon.in/Dont-Startup-Tells-Starting-Business/dp/164429186X  Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in  #entreprenuermindset #entreprenuermotivation #startuphacks
11:46
May 23, 2021
Ep 24 : Unleashing Creativity with 'Three Pillars' Framework. Power of Story Telling & Humour in Marketing (Examples- James Bond & Amul) by Vinay Kanchan
How to unleash creativity in everyday corporate life using the 'Three Pillars' framework?  How to seek a story and humour in everything- in brands, business etc?  What are the two iconic brands that are great examples of storytelling and use of humour ? And Why?  0:00 Unleashing Creativity through the 'Three Pillars' Framework  16:35 Power of Humour in Everyday & Corporate Life  20:45 Brands that Exemplify Story Telling & Humour- James Bond & Amul  Vinay Kanchan takes us on a fascinating journey of how to unleash our creativity in our everyday life and corporate decision making. He talks about the power of story telling & humour to help build compelling products, businesses and brands. He shares the case of 'James Bond' and 'Amul' as great examples of storytelling and humour respectively over many decades.  Vinay Kanchan is a bestselling author, brand storyteller and an innovation catalyst. His books include 'Sportivity', 'Lessons from the Playground' & 'The Madness Starts at 9'. Vinay Kanchan's journey has spanned a departure from engineering into the world of advertising, some memorable campaigns, three bestselling books and a host of brainstorming and training programs which left behind cherished memories.  Please connect with him on https://www.linkedin.com/in/vinay-kanchan-b98034181  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in  #creativitycoach. #creativityeverday #brandstorytelling
27:44
May 19, 2021
Ep 23 : Malathi Srinivasan, IBM Marketing Leader on Post Pandemic Changes in Marketing, Agile Marketing for Agile Organizations
What is the relevance of agile marketing in the fast changing world ?  What are the changes necessary while marketing in the 'new normal'?  Malathi Srinivasan, Product Marketing Lead - Developer Marketing, IBM shares her insights about agile marketing and changes needed for marketing in a fast changing world. Malathi is an award-winning Marketing leader with 20 years’ experience. She built India’s most extensive skills ecosystem from scratch, as the leader of IBM’s Project Praviin.  Pl connect with her on Linkedin : https://www.linkedin.com/in/malathis/  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in  #agilemarketing #agileorganizations #datadrivenmarketing
11:45
May 12, 2021
Ep 22 : 'The Celebration of Silliness' - Standup Comedy is a Change Agent, a Voice of Youth & Consumers, a Tool for Brand Building & Marketers - Views of Karthik Kumar
How is humour a key driver of behaviour change - for society, for brands ?  How has comedy become the preferred way for Young India to communicate ?  When customers are creating funnier content, how do agencies and marketers encourage customers to drive conversation?  Karthik Kumar, Director at Evam Entertainment & Sideways Training, answers the above questions and shares his experience as a stand-up comedian, mentor of a comedy show and a theatre artist.  Please connect with him on Linkedin: https://www.linkedin.com/in/karthik-kumar-2865861/  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Karthik talks about how humour is a key driver of change. Humour breaks one's defences and allows people to think, to feel become vulnerable. . When they laugh they become silly, they open up. And in that moment of openness and vulnerability you can put something into their heads - an idea, an opportunity or a brand. Humour is a celebration of Silliness. Silly is what makes baby laugh. You have to become silly to make baby laugh. Karthik shares his views on importance of Standup Comedy in Society and how Stand Up Comedy has become 'cool' for kids & youth. School children aspire to be stand up comics and the time for comedy has arrived. Younger India wants to talk to power through reels , memes and comedy video.  Karthik believes that the clown has true power and influence. You love the person who makes you laugh because you feel they want the best for you. And the emergence of the Clown and the short form videos content has truly changed the rule for customer engagement. To engage with your audience and your customer, you need to be local and relevant. Therefore advertising agencies have to create a medium for customers to participate and co-create a message. Brands have to let consumers drive the brand conversation. The truth is out there and brands need to be authentic and make a genuine effort to drive conversations.  Follow Jagged with Jasravee on Social Media  Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee  Instagram : https://www.instagram.com/jagggedwithjasravee/  Podcast Page : https://anchor.fm/jagged-with-jasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in #conversationalmarketing #standupcomedy #brandengagement
12:52
May 8, 2021
Ep 21 : Personally Speaking with Karthik Kumar on Senior Super Heroes - Karthik Kumar's Debut as Director Tamil Movies 2021 , Tips on Becoming a Film Director, Rapid Fire Questions to Uncover KK
What is Karthik Kumar's debut directorial venture Senior Super Heroes all about ? What is the 'politics' of becoming a director. Tips on how to become a good director? What drives Karthik internally to foray into so many creative pursuits- standup, acting, theatre & now direction?  Personally Speaking with Karthik Kumar. Getting to know Karthik personally as he lets his guard down with Jasravee, his senior at MICA.  Karthik Kumar is a Standup Comic, Theatre Director, Arts Entrepreneur and Film Actor. Super Senior Heroes is his debut foray into feature film direction. Founder of Evam, one of India's leading Theatre Entrepreneurships and Evam Standup Tamasha, South India's flag bearer in pioneering Standup Comedy, Karthik is a published author and has been the judge on Amazon's Tamil Comicstaan. He has written, performed and toured several standup shows worldwide some of which are available on Amazon Prime Video. He has also acted in over 20 films largely in the Tamil film industry. Please connect with him on Linkedin:  https://www.linkedin.com/in/karthik-kumar-2865861/ Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  https://www.linkedin.com/in/jasravee/ Subscribe to Jagged with Jasravee on Youtube https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1 Film Synopsis  65-year-old Ganeshan has completely lost the zest for life after his wife's passing. But the news of his 7-year-old grandson Aadith's visit to India gives him a new lease of life. When all attempts to bond with the superhero fanatic Aadith fail, Ganeshan and his retired friends join in the madness of pretending to be a superhero league. The idea works like a charm. Little Aadith's excitement knows no bounds when he witnesses a secret meeting of this 'league'. Ganeshan is elated to receive his grandson's genuine affection for the first time. But the happiness is short-lived. The very next day a small girl gets kidnapped from their apartment complex. As the police start a preliminary investigation, Aadith turns to his grandfather with a glint of excitement in his eyes. He knows, just like any superhero, his 'thaatha' will solve the case in no time. Left with no choice, the old man turns to his ageing cronies. And thus, with aching knees, weak eyesights & greying hairlines, this League of Super (senior) Heroes is set upon their first mission! The Films Cast is  Ambika             as  Mrs. S Bhagyaraj          as        Ganeshan Chinni Jayanth as Ashok Manobala     as Mohan Pandiarajan     as Captain It is produced by Yoodlee Films. https://www.saregama.com/yoodleefilms Follow Jagged with Jasravee on Social Media  Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee  Instagram : https://www.instagram.com/jagggedwithjasravee/  Podcast Page : https://anchor.fm/jagged-with-jasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in #tamilmovie2021 #karthikkumar #tamilmoviekarthik
12:57
May 7, 2021
Ep 20 : Karthik Kumar Interview - Standup Comedy in India, Comedy as Popular Culture, Startup Hacks, Directorial Movie Debut in Tamil , Training for Behavioural Change
How is humour in general and standup comedy in particular impacting Indian popular culture and Indian youth ?  What are the Start-up Life Hacks that ensure that you develop the right entrepreneur mindset heart in the right place and keeps you focused on 'what you want to change' ?  How are customer conversations changing marketing & brand building ?  What is the theme of Karthik's debut directorial venture and what is the 'politics' of being a director ?  How an art-based intervention can trigger behavioural change in your organisation and ensure that employees bring their 'best selves' to work? Karthik Kumar, Director at Evam Entertainment & Sideways Training, answers the above questions and shares his experience as entrepreneur, actor, a stand-up comedian, theatre artist and now debuting as a director of a Tamil movie.  Please connect with him on Linkedin: https://www.linkedin.com/in/karthik-kumar-2865861/  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  0:00 Introduction  2:35 Startup Hacks - Straight from the Heart  13:20 Art Based Behavioural Training - Bringing Your Best Self To Work  19:20 Standup Comedy, Role of Humour in Popular Culture  27:16 Conversational Marketing & Customer Conversations  31:08 Rapid Fire - Personally Speaking with Karthik Kumar  34:30 Talent Show - Directorial Movie Debut & The ‘Politics’ of Becoming a Director  Karthik Kumar explores the various emotional challenges an entrepreneur faces and also tells you how to overcome them. He talks about developing the right mindset about starting up and ensuring that your heart is in the right place. His book Don't Startup is not about giving you the knowledge and the know-hows of starting up. It is about imparting the wisdom that Karthik has gained from his journey and how that wisdom will be the strength in yours.  Karthik talks about his company Sideways Training and how causing behavioural change is such a challenge. He emphasises on the use of theatre for understanding and causing behavioural change in corporate culture. Karthik then talks about his work as a stand up comedian and his role in supporting the standup culture through the initiative -Evam Stand Up Tamasha, which has played an important role in an entire category of stand-up comedy getting created in South India. He also shares his experience of working as a mentor of Comicstaan in Tamil - Comicstaan Semma Comedy Pa- the series on Amazon , which is about finding comedy talent in the South. He dwells on the short video format and on how Indian youth have taken to comedy and short video formats to voice their opinion, ask difficult questions and assume an active role in society.  Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in  #startuphacks #comedyculture #karthikkumar
45:28
May 5, 2021
Ep 19 : Mastercard Sonic Brand - Marketing Best Practice. Sonic Brand Case Study by Rajeev Raja Brand Musiq
How do you make global brand like Master Card sing in the same voice across 150+ countries ? If the whole world was blind, how will your brand be recognized ?  How to create a unique sonic identity, audio signature for businesses like Mastercard in an increasing digital world, with rising importance of voice ?  Rajeev Raja, Soundsmith & Founder, Brand Musiq, takes us through the development of Sonic Branding Identity & musical logo or a MOGO® for Mastercard . He explains the use of sound to reinforce your brand identity, just as you would use certain colours or words to design a brand identity. He talks about how he helped develop a Sonic Brand Identity for Mastercard. The melody would play whenever consumers used their cards in physical, digital and voice environments.  Connect with Rajeev Raja on Linkedin https://www.linkedin.com/in/rajeev-raja-1b0b1649/  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Follow Jagged with Jasravee on Social Media Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
09:39
May 4, 2021
Ep 18 : How can Family Businesses, SMEs & Startups in India grow their Business by Building Brands and Re-inventing Marketing -Sameer Joshi & Anindya Ghosh Sam & Andy
Why do SMEs/Family Businesses/Startups need to perceive brand building as an investment and not an expense ?  While brands cannot be built overnight, how can brands become a growth engine for SMEs and startups ?  Why SMEs and startups need to look beyond intermediaries and focus on deeply understanding their current customers and their potential customers?  Sameer Joshi & Anindya Ghosh, the founding parts and the head & heart of Sam & Andy, address how SMEs and Family Businesses can embrace brand building as a growth engine. Sameer Joshi & Anindya Ghosh enjoy more than 36+ years of cumulative work experience in strategic marketing, brand management, digital solutions & mainline advertising, having worked in some of the top communication agencies in India.  Please reach them on Linkedin https://www.linkedin.com/in/sam-and-andy-brand-consultancy-b29649166/  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Sam & Andy share their insights on how to build brands in SMEs and Family Business. Building brands is always seen as an expense and never as an investment amongst certain segments of the business, like SME/MSME/Start-ups, Family-owned businesses, B2B – the age-old debate. Also, there is this somewhat myth that sales will increase immediately if someone builds a brand overnight. These stand truer today post the Covid-era, and that even for the established brands - putting survival as an apparent reason to stop spending when it comes to brand building, marketing and communications. But if brand is developed with solid clarity & focus, it becomes the growth engine. Yes, even in the post Covid-era.  One needs to believe in providing clarity to the brand for maximum output. Importantly, this clarity becomes the sole compass while charting out the Go-to-Market strategy for a brand. The segment that Sam & Andy service is good at doing business. They believe that they can’t teach them how to do business. They are sales driven and as far as dhandha is happening they are fine. In this bargain, when you ask them what they stand for or what business they are into or who buys them & why or what they sell & what their customers buy, there is no clarity even about single-line definition of their business.  Once they get clarity, it becomes easier for them to map the future growth trajectory. The next generation can see-through as why they want to join this business or brand. Every business face challenges, and one has to frame a priority ladder to address the same. No challenges can be solved on a temporary basis or always in fire-fighting mode; one has to plan a long-term “solution” for the same.  Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in #familybusinessmanagement #startupmarketing #smallbusinessindia
23:07
April 27, 2021
Ep 17 : Hyper Personalisation to Induce Purchase, Omnichannel Marketing & Hyperlocal Strategy for Award Winning Celio India Campaign by Abhishek Shetty
What does hyper-personalisation mean ?  How it is done and why do marketers consider it an effective strategy?  How do we apply hyper-personalisation for fashion retail and entertainment ? What were key aspects of the marketing strategy in making Celio ( a French menswear brand) ‘One of the Most Promising Brands at ET Promising Brands Awards?  Abhishek Shetty answers the above questions and more as he takes us on a journey of explaining how marketing campaigns should influence human behaviour. Abhishek currently leads the Brand, content marketing and communications piece at Sony LIV.  Abhishek on Linkedin - https://www.linkedin.com/in/abhishekshettyisb/  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Abhishek believes that the ultimate goal of any marketing campaign is to influence human behavior. He is a huge fan of neuroscience. He believes that right personalised marketing messaging fundamentally takes advantage of individuals’ heuristics, their intuitions, their rules of thumb, their impulses, their myopia, and their laziness... to drive conversion and induce purchase or consideration.  Abhishek believes that the core idea behind hyper- personalisation is to use the concept of familiarity. Unconsciously we give preference to things and people we are familiar with. So how does this play out in the world of consumers. There are two basic concepts 1. Cognitive fluency: Our brains are lazy and that plays a role in purchase decision making! Simplicity becomes key to conversion. Essentially the more we are exposed to something the more likely we are to develop a preference to buy it. 2. Habit Loop: When you’re a habitual Amazon user, it’s unlikely that you’ll purchase elsewhere. Even if the product you’re looking for is available, you’ll check (and prefer to convert via) Amazon because it’s familiar, it’s safe.  The proliferation of digital channels through which people interact with brands – social, text, email, voice or chatbot – has created a perfect storm for those mastering customer service. The challenge is how do you gather all the information together and have a “single source of truth” on the customer? Abhishek talks about his stint as marketing head at French menswear brand Celio. The challenges were steep, many international brands had taken on Indians’ consciousness - like Zara, H&M. The audiences were diverse; millennials as well as more mature ones with drastically different attitudes to international brands ; residing in a Patna (tier II and tier III towns) as well as a Mumbai.  Follow Jagged with Jasravee on Social Media  Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee  Instagram : https://www.instagram.com/jagggedwithjasravee/  Podcast Page : https://anchor.fm/jagged-with-jasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
26:22
April 20, 2021
Ep 16 : Sonic Branding Process & Examples - Mastercard, Zomato, HDFC Case Study - Audio Brand Identity is Sound Strategy by Rajeev Raja, Brand Musiq
If the whole world was blind, how will your brand be recognized ?  How do you make brand like Master Card , HDFC Bank sing ?  How to create a unique sonic identity, audio signature for digital businesses like Zomato in an increasing digital world, with rising importance of voice ?  Rajeev Raja, Soundsmith & Founder, Brand Musiq, takes us through the fundamentals and process of Sonic Branding musical logo or a MOGO® . He explains the use of sound to reinforce your brand identity, just as you would use certain colours or words to design a brand identity. He talks about case studies of Mastercard, Zomato, HDFC Bank and how he helped developed a Sonic Brand Identity for these brands.  Connect with Rajeev Raja on Linkedin https://www.linkedin.com/in/rajeev-raja-1b0b1649/  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Follow Jagged with Jasravee on Social Media  Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee  Instagram : https://www.instagram.com/jagggedwithjasravee/  Podcast Page : https://anchor.fm/jagged-with-jasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
42:38
April 17, 2021
Ep 15 : Digital Transformation for Effective Marketing. Digital Marketing Trends 2021 - Gaming, Voice, IP in Broadcasting, Conversational Marketing by Niyati Srivastava , Cognizant, London, UK
How can digital transformation improve marketing effectiveness?  How brand marketing and performance marketing needs to be combine to deliver the best of both worlds?  How is voice will impact the marketing funnel ? How gaming will become the new social media ?  Niyati Srivastava, Consulting Lead- Digital Strategy & Transformation, Cognizant Consulting, London, U.K. answers the above questions and also points out digital marketing trends that she is going to bet on - conversational marketing and advertising blockchain.   Please connect with Niyati on Linkedin on https://www.linkedin.com/in/niyatisrivastava/  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  https://www.linkedin.com/in/jasravee/  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
26:53
April 6, 2021
Ep 14 : How Augmented Reality Can Change The Way Consumers Discover, Engage with Brands - Avaatar.Me Story of Immersive Experiences by Kedar Teny
Why does every marketer need an augmented reality strategy as AR bridges the gap between offline-online experiences ?  How is Augmented Reality going to change the way we are going to engage with brands and shop for products for not just big ticket items but also fmcg ?  How did Brand Vanish benefit with association with Augmented Reality ?  How is Augmented Reality going to impact post-purchase dissatisfaction and reverse logistics ?  Kedar Teny, Sr. Vice President, Country Head at Avataar.Me, answers the above questions and discusses the way AR is going to change customer engagement & loyalty strategies. He starts off by making a distinction between AR and VR (virtual reality) and makes a case for how AR is truly scalable. He highlights how AR is becoming mainstream from being a novelty. He explains AR’s key application across the entire consumer path to purchase journey since it enables engagement, triggers curiosity, immersive-ness etc. It is no wonder that Tim Cook, Apple’s CEO, has said that AR will one day be as important in our everyday lives as “eating three meals a day.”  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Follow Jagged with Jasravee on Social Media  Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee  Instagram : https://www.instagram.com/jagggedwithjasravee/  Podcast Page : https://anchor.fm/jagged-with-jasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
35:42
March 30, 2021
Ep 13 : Krishnendu Dasgupta on Business & Marketing with a Purpose- Haath, Mooh aur Bum Clean India Campaign & Project Shakti by Hindustan Unilever
How does a corporate brand (like HUL) champion a national cause like Swachh Bharat (Clean India) which is aligned to the purpose of it's consumer brands ?  How do you instill clean habits in India's children and truly undertake marketing with a purpose ?  How do you create distribution in media-dark areas and also provide employment to rural women ?  Krishnendu Dasgupta, Head of Marketing & Executive Committee Member (Dairy and Beverages), ITC Limited, answers the above question and shares his 16+ years of experience as a marketer who has been instrumental and envisioning of some of the most successful purpose driven marketing campaigns for brand Unilever. Krishnendu speaks on the Haath Mum Bum campaign and his role in executing Project Shakti.  Krishnendu's Linkedin Profile : https://www.linkedin.com/in/krishnendu-dasgupta-hul  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Follow Jagged with Jasravee on Social Media  Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee  Instagram : https://www.instagram.com/jagggedwithjasravee/  Podcast Page : https://anchor.fm/jagged-with-jasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
22:13
March 25, 2021
Ep 12 : FMCG Marketing Strategy & Insights by Krishnendu Dasgupta Incl. ITC Svasti Milk Brand Launch and Positioning Strategy in Bengal
How did ITC's Aashirvaad Svasti Milk position itself vs incumbents like Amul, Mother Dairy in West Bengal ?  How did Svasti Milk build distinctiveness for the brand by using a 'Doodher Reportcard' ?  What was the impact of Covid on consumption of categories like Beverages & Dairy, and what is the current situation? What are some of the learnings about the Indian middle class over the last two decades ?  Krishnendu Dasgupta, Head of Marketing & Executive Committee Member (Dairy and Beverages), ITC Limited, answers the above question and shares his 16+ years of experience as a marketer of fmcg brands in foods, laundry & corporate branding in ITC & Hindustan Unilever. Krishnendu also shares the impact of Covid on beverage and other fmcg categories  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/ Subscribe to Jagged with Jasravee on Youtube https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1 Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
16:11
March 23, 2021
Ep 11 : Gurkha -The World's Finest Cigars, Global Super Brand ,Indian Origin & its Luxury Marketing Strategy & Brand Launch in India by Danny Carroll
How to re-invent a hundred year old dying Indian Cigar brand founded in 1887 and transform it to a premium global super brand for the ultra-rich ?  How did an Indian Parsi Guy, based in Florida, disrupt cigar consumption in 1992 by taking inspiration from the Great Indian Curry ?  How to launch a super-luxury brand in India (which retails at high-end at USD 3000 per stick ) and ensure it becomes a roaring success in five years ?  Danny Carroll, serial entrepreneur and brand ambassador of Gurkha in India answers the above questions and many more as he takes us onto a fascinating ride of how a brand of Indian cigars founded in 1887 patronised by the British Army was re-invented by an enterprising Parsi gentleman based in Florida, Mr Kaizad Hansotia. Mr Hansotia re-invented cigars and disrupted the category ensuring that Gurkha became the world's finest cigars.  Today, Gurkha has over 105 Brands. Visit Gurkha at www.gurkhacigars.com Danny talks about how he & team Gurkha launched Gurkha in India and how they displaced far cheaper Cuban cigars. He takes us on a fascinating journey of how they created the infrastructure, the community & the market for cigar consumption in India. He also talks about how they marketed to the super-rich in India, making the brand synonymous with the best the money can buy, and an essential treat at the wedding of the super-rich including a certain Mr. Mukesh Ambani.  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/ Subscribe to Jagged with Jasravee on Youtube https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1 Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
26:33
March 17, 2021
Ep 10 : How to do Marketing to Moms for Johnson Baby India , How to Re-invent a Generic Brand Bisleri , How to Market to Teenagers for Clean & Clear by Neeraj Sharma, Head Strategy, Rediffusion
Neeraj Sharma, Head Strategic Planning @ Rediffusion talks about interesting insights on new moms in India which he leveraged for developing campaigns for Johnson Baby products in India.  The biggest mistake we make as a culture to forget the person and only see her as a mother. And most of the issues they face as a new mother is our judgement on them. He talks about how they managed to re-invent Bisleri into a distinctive preferred purchase brand through the award winning Camel campaign after the brand had become a generic word for the category, and its strength had become its weakness.  He shares interesting thoughts on how to plan digital brand strategy using a digital consumer journey, and the role of digital activations. He shares an interesting case study on how to market to teenagers, insights on a teenager's life and how to deal with the problem of being judged.  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  On Johnson’s baby the key insight on New Mothers shared by Neeraj is that the biggest mistake we make as a culture is to forget the person and only see her as a mother. And most of the issues they face as a new mother is our judgement on them. It’s not a good feeling when she suddenly sees all the attention she got before the child-birth transferred to the kid. No one wants to see herself just a carrier of the child like a machine. Thing to remember is being a mother adds to a woman's personality. It doesn’t destroy who she is.  In case of Bisleri the business problem was that it's strength had become its weakness. Bisleri became a generic name for bottled water and hence people became ok to have any bottled water even if they ask for Bisleri. So the key task was how can we convince them to have only Bisleri when they ask for it. The campaign addressed this issue with the theme that " Samjhdar jante hain har pani ki bottle Bisleri nahi" through the Mother camel and baby camel commercial which propelled it to become the most trusted brand in India as per ET Brand survey. The Camel along with the green packaging made the brand distinctive. Neeraj talks about the story of Clean & Clear and how the brand kept it real for the young teenagers, since the teenage audience sniggers at anything that is not them or relatable. The insight was that teens want to do so many things are but afraid of judgement Hence the brand positioning 'See the real Me' . The brand team went to colleges and hung out with teenage kids and gave them the product. They allowed the teenagers to shape up the communication, so that the communication is real just like the positioning...’see the real me’. Across other countries the Clean & Clear communication is thematic while in India it is pretty functional. This is because of the brand status and life cycle in the country. Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
31:47
March 9, 2021
Ep 9 : Atin Roy on Pharma Brand Management, Pharma Brand Strategy & Campaigns, Switch from Rx to OTC Brands, HealthTech, 3D Printing
Atin Roy ,a Senior Creative Director at Ogilvy talks of unique challenges in marketing and advertising of pharma/health brands.  He talks about how to communicate in a regulated environment and how to keep empathy and responsibility in mind when we creating healthcare communications. He talks of award winning campaigns which succeeded in humanising pharma communications amongst doctors.  Atin talks about interesting developments in healthtech which have been catalysed by Covid19. He talks about how pharma companies can make a switch from Rx to OTC brands, of things to watch-out for while making the transition and how to avoid debacles like i-pill.  Atin Roy has 20+ years experience as a Creative Professional helping businesses and brands leverage creative thinking through a balance of strategy and stories . He is working as Senior Creative Director at Ogilvy since November 2014. Up to December 2019, he was heading the healthcare creative department in Ogilvy Mumbai. He is a behavioural science enthusiast and design-thinking advocate . https://www.linkedin.com/in/atin-r-0173952/  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Atin talks about talking of caselet of a client wanting to take one the brands Neurobion Forte from Rx to OTC. Now the challenge was that Indian regulations did not allow us to show, say or write nerves in the TVC. Think about it. A nerve health medicine, and you are not allowed to say, write or show nerves. Now what do you do? The other anecdote was on the WHO ORS campaign, where the team were planning a TVC. The team decided to test the story in the rural India. So the brand head and Atin, the copywriter, travelled to these rural centers to literally narrate the story and gauge the TG’s reactions. The film was about diarrhoea. It showed a doll, as the VO talked about diarrhoea and water loss, losing water and wilting. But as he was narrating that story, he witnessed horror dawn on the faces of the women who were listening. But what in his creative flourish he didn’t realise that while he was narrating the story vividly, the women were visualising their own child wilting away. And he thinks that was the day, the needle moved in his life when he realised the great responsibility they have as communication creators to keep empathy and responsibility in mind when we creating healthcare communications. Another episode was humanising communications and treating doctors as human beings. The pharma companies believe that doctors are scientific beings who only care about the scientific aspects and show no emotions.  Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
26:14
March 2, 2021
Ep 8 : How to Position & Launch Brands- Meraj Hasan on India Launch of Reliance Jio & Tata Sky, Launch of Airtel in Sri Lanka ,Genesis of Pampers 'It Takes Two' Campaign
Meraj Hasan, Chief Marketing Officer, Welspun Global Brands Limited talks about some of his key brand launch and positioning experiences on Reliance Jio launch in India, Tata Sky launch in India, Airtel launch in Sri Lanka and the genesis of the Pampers 'It takes Two' campaign. Meraj Hasan is a Marketing & Communications professional with 20 years of rich and expansive experience traversing Corporate Houses, Creative Agencies, Categories, Brands & Nations.  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Jasravee is all about the authentic insight, a deeper cultural lens and the creative idea, for building meaningful brands that drive business growth.  Subscribe to Jagged with Jasravee on Youtube https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Meraj goes back in time to discuss the launch of DTH with Tata Sky in India. Tata Sky was positioned as a never before viewing experience, a 10 X entertainment. The teaser showed everything that one has been using for entertainment being thrown out of the houses. Since they will not need it. So that’s what Tata Sky was meant to do for your life, something mysterious and something which is 10 X entertainment..…and of course can only be understood after an experience of it.This was expressed creatively through the line 'Isko laga dala to life jinga lala'  He also discusses the launch of Reliance Jio and how Jio came into the picture with a huge vision. Mukesh Bhai (Mukesh Ambani). always believes that what is good for India is good for our business too. So when the logo was asked to include ‘digital life’ it completed the thought. ‘jio’ being ‘growth’. This is how Reliance group’s commitment to growth gets played out. We know how data is the oil lubricating the wheels of the new economy. Internet is like fire. When fire was discovered and how it drove progress; the same way data is feeling our progress today.  He also talks about launching Airtel in Sri Lanka. He talks about his month long immersion in Sri Lanka market to prepare for the launch. Sri Lanka is a very polite country and quite talkative as well. But when it came to using mobiles they used it like perfume and sprays. Sri Lankans are very proud of their heritage, their nature. They are awed by Bollywood. So the launch ad combined all these aspects- what they are proud of and what they aspire for. Shahrukh’s coming in and saying Hello Sri Lanka was a way to ride on Lankan fascination for Bollywood. Further the Airtel Indian tune (which is A.R. Rahman composition) was re-recorded through Sri Lankan folk instrument and the effect was mesmerising.   Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
27:56
February 26, 2021
Ep 7 : How to market liquor in India, advertise for whisky & beer ? Evolution of Unilever Brand RIN & Consumer Insights? - Divya Khanna shares her experience
Divya Khanna shares her experience of working on Liquor Brands in India. She observes that it was very challenging, communicating/ advertising a product when you cannot show it or talk about it. Nor would the liquor brands do any promotions which could seen as an attempt to encourage consumption. For example they would never do any promotions like ‘buy one and one free’.  Divya Khanna is a Strategist & Writer.She has 18+ years of experience in brand strategy. Her last full-time job was as a Vice President & Strategic Planning Director, J. Walter Thompson Bangalore. She has experience across a range of FMCG, Fashion & Lifestyle brands at J. Walter Thompson and Lowe Lintas.  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20+ years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Jasravee is all about the authentic insight, a deeper cultural lens and the creative idea, for building meaningful brands that drive business growth.  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Since liquor marketing cannot show the product, the marketing focuses on the occasion of consumption. It tries to capture the mood consumers will be in when consuming the product or enables creating the mood in which the consumers will consume the product. Brand Signature is for consumers that value achievement. Its for those on the move. Brand Black Dog on the other hand is for moments of contemplation, for internal introspection. Liquor advertising has been about 'out of home' consumption. All moods showcased in advertising have been about out of home consumption. At home consumption has never been encouraged. So it will be interesting to see how brands are adapting to the changed COVID times when the home has become the destination for all re-creation and entertainment. Divya dwells on the usage of Neuro-marketing.  When you are selling images and moods and not a tangible product it becomes challenging to use conventional market research.Market Research measures system 1 and system 2 thinking. System 1 is the brain's automatic, intuitive, and unconscious thinking mode. System 1 is more influential and guides our day-to-day decisions. System 1 is very important since it is the unconscious desires we have. You cannot take consumers for what they say. And this where Neuroscience comes to our aid in measuring system 1 processes of the brain. With EEG and eye track you can measure now what could not be tracked and understood earlier. Critical measures like where attention is spiking or faltering can now be very clearly seen.  Divya then dwells on her long association of working on brand Rin. Rin as a brand is centred on consumers who have ambition. Since consumers were a little poorer Divya assumed that they would be gloomy and negative. But they were very optimistic and aware of opportunities. At that time the talent and reality shows like Indian Idol, Kaun Banega Crorepati were firing the imagination of the lower middle class. They realised their child could have an amazing career in singing, sports. So that is what the mother doing laundry thought and that is what her emotions characterised.  Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
24:10
February 24, 2021
Ep 6 : Is Brand Purpose Just a Marketing Tool ? Are Brands Meaningful Only When They Have a 'PURPOSE' ? - Rishabha Nayyar, National Head Strategy, 82.5
Rishabha Nayyar is currently Head of Strategy at 82.5 Communications, a WPP Ogilvy company is spearheading strategy across all offices. Rishabha talks about how purpose is manifesting within the brands and their communication. He talks of purpose that is expressed through the products or service that the brands provide  like Apple. Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Subscribe to Jagged with Jasravee on Youtube https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1 More and more consumers are increasingly not just wanting to be a part of a society but play an active role in shaping that society as well. Like we often keep saying, consumers are not just buying brands anymore, they are buying INTO brands. Another way for brands to express purpose is through product or service and communication like Tom. Both these models works from a brand building point of view as long as what you are saying is meaningful and authentic.  For a brand getting it right, Rishabha feels that 3 things that need to come together – the cultural truth needs to be real and relatable with the audience, the brand needs to have a point-of-view that resonates with the people it serves and the role of the brand needs to be integral in making the change a reality. He cites  ‘Help a Child Reach 5’ campaign as a good example. He takes an example of when the brand gets it wrong. He cites a case of  famous dishwash brand talking about how it can help you save minutes to create an identity for yourself as a woman! He feels that in doing so the brand is perceived as being opportunistic rather than having a real intent.  Rishabha believes that as consumers become more socially conscious, as they aspire to make an impact on the world that they live in, they will more and more seek brands that align with them on belief than benefits. From that point of view, I believe every brand needs to have a larger purpose that drives everything that the brand does. However, it should not become a mandatory piece to build a brand. People are still more than happy to buy brands for the functional or emotional benefits that they offer. He highlights 5 Important Questions Brands Need to Answer to be Purpose-Driven What is the primary motivation to take on a larger purpose ? Wanting to make a real difference or a new tactic to get noticed Is the change that the purpose wants to bring about something that is universally sought by the target audience?  Is the purpose statement one where I as a brand can do more than just preach?  Am I as a brand willing to embrace that purpose beyond just communication?  Is the performance metric on purpose going to be the social good that was realised or a conventional brand / marketing parameter? Follow Jagged with Jasravee on Social Media  Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee  Instagram : https://www.instagram.com/jagggedwithjasravee/  Podcast Page : https://anchor.fm/jagged-with-jasravee  Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
36:56
February 20, 2021
Ep 5 : Navin Rammohan, Vice President, Infosys, London On 5 Top Global Technology Trends, Account Based Marketing, Reimagining Sports Sponsorships & Events
Navin Rammohan is Vice President, Segment Head Marketing at Infosys. The conversation starts off with 5 Key Tech Trends enumerated by thought leader Navin Rammohan 1. Consumerisation of User Experience 2. Adoption of Cloud 3. Cyber Security 4. Open Source technology 5. Modernization of Core Applications Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Subscribe to Jagged with Jasravee on Youtube https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1 Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in The conversation  dwells on Infosys approach to B2B Marketing and the role of digital marketing. In the last decade or so the company realised that Infosys does not have high brand recall when compared to Top Global IT service providers. Besides instead of merely talking to CIOs, it became important that Infosys talked to all the CXOs, since a large part of IT related spends were made by CMO, CSO etc.   Navin also explains how Account Based Marketing has become the new buzzword in B2B marketing. He outlines how Infosys is looking at its ABM approach. . He believes that this is a much more effective approach, wherein the marketeers look at an important account as one market. He stresses on the need of sales and marketing  to get aligned in order for ABM to be truly effective. Navin outlines some of the characteristics of a good ABM approach. He explains that this requires for great deal of customization and how even Infosys website is customised to different accounts and displays what will be relevant to them.  Navin then dwells on using events and sponsorships to drive brand awareness and recall. He outlines the unique and innovative ways in which Infosys has developed a 'true partnership'  with Grand Slam Tennis.  He explains how Infosys chose tennis over other games, since it was popular in its relevant markets and  had tournaments running all year round. Infosys also believed could that technology could actually impact the experience of consuming tennis.  Unlike regular sponsorships Infosys doesn't just slap our logo on the tennis tournaments.Infosys has used is as an experiential marketing exercise, wherein they use the work they have done with tennis consumption and analytics as a way to showcase what is possible with data analytics and AI. Clients can see that the Infosys partnerships have truly changed the way Tennis is consumed.   
48:02
February 18, 2021
Ep 4: Global Best Practices- How to do effective Account Based Marketing (ABM) ? How Infosys reimagined global tennis sponsorships by Navin Rammohan, Vice President, Segment Head Marketing at Infosys
Navin Rammohan is Vice President, Segment Head Marketing at Infosys, London, UK. He talks about his award winning approach to account based marketing and how Infosys has changed the way tennis is consumed.  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20+ years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Navin Rammohan recounts how In the last decade or so the technology spends were increasingly made by other CXOs. In this segment the company realised that Infosys does not have high brand recall when compared to Top Global IT service providers. Besides instead of merely talking to CIOs, it became imperative that Infosys talked to all the CXOs, since a large part of IT related spends were made by CMO, CSO etc. Navin also explains how it became critical therefore for Infosys to adopt Account Based Marketing .  He believes that this is a much more effective approach, wherein the marketeers look at an important account as one market. And since a lot of business was repeat business, it was important to market to other CXOs, within the existing roster of clients. He stresses on the need of sales and marketing to get aligned in order for ABM to be truly effective. He recommends that sales and marketing teams co-locate and develop a cohesive strategy for every account. He explains that ABM requires a great deal of customisation and how even Infosys website is customised to different accounts and displays what will be relevant to them.  Navin stresses on the fact that ABM requires building trust and strong relationships with clients . Navin then dwells on using events and sponsorships to drive brand awareness and recall. He outlines the unique and innovative ways in which Infosys has developed a 'true partnership' with Grand Slam Tennis. He explains how Infosys chose tennis over other games, since it was popular in its relevant markets and had tournaments running all year round. Infosys also believed could that technology could actually impact the experience of consuming tennis. Unlike regular sponsorships Infosys doesn't just slap our logo on the tennis tournaments.Infosys has used is as an experiential marketing exercise, wherein they use the work they have done with tennis consumption and analytics as a way to showcase what is possible with data analytics and AI.  Clients can see that the Infosys partnerships have truly changed the way Tennis is consumed. Infosys Tennis Platform, or ITP, is a suite of digital technology tools contextualised to multiple aspects of analysing and experiencing tennis.Infosys has used various innovations like virtual reality headgear, wherein a person can visit different parts of the stadium. The tennis partnership & ITP has certainly helped in opening C-level doors and nurturing existing relationships at marquee companies for Infosys.  Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
26:26
February 15, 2021
Ep 3: How to Disrupt Flooring in India ? Category Creation, Product Innovation, Brand Launch : Case Study of Welspun Flooring by Meraj Hasan, Chief Marketing Officer, Welspun Global Brands Limited
Meraj Hasan was until recently Chief Marketing Officer, Welspun Global Brands Limited. The key question on Welspun Flooring that Meraj answers is  Could you explain the innovation that has the potential to change how we look at a floor?  What were the existing beliefs and how did the various marketing efforts intend to change them? How did you use influencer marketing - Masaba ? Why?  What was the intention? Elaborate on Spatium in context of office design; relevance in Covid times?  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Subscribe to Jagged with Jasravee on Youtube https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  Typically when you look at home decor category its largely unorganised. There are a few brands like Asian Paints, Kajaria Ceramics etc. These brands have educated the consumer and you have a shortening cycle of purchase where the customer wants to change the decor more frequently. But does this apply to flooring ? The answer is emphatic No. Flooring is available in limited colors, grey and white. Also, it is considered a very lengthy process to get it changed. You have to move out of the house. There is dust and mess in the house. The innovation by Welspun Flooring enables the change of a flooring in just 1 day. There is a click and lock system that enables that. Besides it is available in many colours and textures for home, corporate and hospitality sector needs. The installation is dust and noise free. And these floors are easy to maintain When the product itself was disruptive, the marketing too had to be disruptive as well. So it was a multi pronged strategy.  We used Mr Amitabh Bachchan, who is also as a Welspun Brand ambassador. He had already been an endorser for Welspun bed sheets and towels. This helped us break clutter and a new sheen of credibility. Then we had to convey the ease of installation and impact on experience of living. We made three ads with a young couple, most likely early adopters. I thought of taking a relatable couple. The couple Shakti Arora and Neha Saxena are a couple in a TV series as well as in real life. That chemistry was very important and I ensured that by picking this couple. In the ads we have taken three different situations, home, vacation and corporate. So we wanted to show ease of changing the flooring for all the three sectors. And we have explained the product innovation with nice music in an engaging manner. The influencer program, a digital chat series called ‘Masters of Design’ was taken up because in the home construction as well as interior design sector the architects are the ones who dictate the terms. So they need to be appeased. To be able to have an eye level conversation with the architects we decided to take up this influencer program.  And when we took up an association with Masaba Gupta and Elle Decor. This association helped us pick all the desired associations. Hafeez Contractor is like Amitabh Bachchan of the architect world. Once he featured in this program called ‘Masters of Design’; other architects also started calling us to be part of the program.  Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
26:18
February 11, 2021
Ep 2 : Why Can't A Boy Play With A Pink Kitchen Set ? Rishabha Nayyar on Indian Consumer Trends- What Indian Men Want, Un-Stereotyping Men in Indian Popular Culture & Advertising
A conversation with Rishabha Nayyar with Jasravee Kaur Chandra in this new episode of Jagged with Jasravee addresses some key questions like  What are the current stereotypes of men in advertising and popular culture?  How to un-stereotype men and develop a progressive narrative for men?  Why do we make men appear as villain, whenever we make woman a hero ?  Why can't a brand redefine how a man ought to be ?  Why can't men potrayal be real and authentic in popular culture? Rishabha argues than 'bashing men' has become a formula for every FMCG brand trying to woo the women. Create the man to be a villain. A good for nothing, unreasonable and demanding character who would probably even put the Bollywood villains to shame. He comes across as Mogambo of movie ‘Mr India’.   Rishabha analyses advertising and cinema in our country over the last 10 years and comes up with typical stereotypes of men in popular culture  Macho Man : Very brave, risk-taking and adventurous. Boys envy him and girls adore him. Fear or vulnerability are not word that exist in his dictionary  Insensitive Man: Believes that while the Mughals have left the country, he is still their descendant and should therefore be treated like royalty. Will sit and do nothing. For him everyone is a servant  Provider : He is the male version of ‘Mother India’ in the context of doing things for others. He lives to only fulfil the dreams of everyone other than himself. He gets great joy in never doing something that makes him happy   Rishabha asks the fundamental question- Why does a man need to be the ‘Chief wage Earner’? Why can’t he be one of the wage earners.Why put so much pressure on him. He believes that the man of tomorrow wants to do things for the family but also fulfil his own dreams and desires. He wants to be a co-parent and not the absent parent. An interesting case in point is the SBI Life  ad wherein the husband quits his job and lives his dream of  doing a stand-up comedy    Rishabha argues that the problem with continuing to put out the traditional masculine stereotypes is two-fold. One we are being as unfair to men, like we we were to women, in the past. If un-stereotype women is a movement, then we should start a similar movement for men. Secondly, we are slowing down the pace of change for men in the society as the role models that we are putting out are regressive, dated and stereo-typical.                      Rishaba thinks that what is missing when it comes to the narrative on men is authenticity. Neither is the guy in the ‘Share the Load’ ad real nor is the ‘Complete Man’. Why does the take on men have to be so black and white? As with all things in life, men too have their greys. Why can’t brands project them like that? The problem with the extreme projections that we currently have is that they are devoid of reality and as a result do not set the right expectations.He rounds it by discussing issues like should men themselves stop shying away from the reality and openly express their vulnerability / and raise a voice against incorrect portrayal .  #whatmenwant​​ #consumertrends​ #thecompleteman be real and authentic ?   Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd.
29:52
February 7, 2021
Ep 1 : Rishabha Nayyar, India Head Strategy, 82.5 Communications on Brand Purpose & Marketing , Thick Data as Consumer Insights, Un- Stereotyping Indian Men in Popular Culture
Rishabha Nayyar is currently National Head of Strategy at 82.5 Communications, a WPP Ogilvy company. In this conversation at the jagged edges, Rishabha passionately expresses his views on some of the key concerns of the advertising and marketing Industry.  He clarifies how Brand Purpose should not just used be a marketing gimmick but as an instrument of real change. He emphasises how brands will have bigger ideas if they accessed more of ‘dil se’ insights that is thick data rather than excessively on the logical big data. He wondered why a progressive narrative on men is completely absent in advertising and media; and brands continue to portray men through outdated stereotypes.  Rishabha has over 17 years of corporate and entrepreneurial experience in which he has been a part of the brand building and communication story of more than 50 different brands (MNC, Indian, Leaders, Disruptors, Start-ups)  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  The conversation sought to answer a few questions like  1. What does brand having a purpose mean? Why it has become mandatory to have a Brand Purpose?  2. When do brands gets the purpose right . What are the factors that lead to a brand getting this right ? How does that brand benefit? How do people/ consumers benefit ?  3. When and how is it that having a brand purpose gets abused ? Discussions on brand purpose included discussing examples of Apple, Surf (Daag Achche Hai Campaign ), Dove - Real Beauty Campaign , Fair & Lovely, Ariel - Share the Load Campaign, Whisper - Touch the Pickle Campaign  Conversation on Big Data, Thick Data & Consumer Insight The conversation explores the reasons for over reliance on Big Data? It deals with the question of complexity of human beings and thus how can ‘thick data’ be excluded?  The conversation delves on how were the Dil Se Insights (Thick data) available earlier, what changed and why?Is thick data losing out on credibility? Or just considered non-essential by the clients? But then isn't it critical for developing innovation? Thick data provides the context, emotion, a narrative in form of a story which is needed for the creative briefing process for the creative to take an imaginative leap from the thought.  And is critical to understanding the real picture. Rishabha discussed how can agencies take up this work to enrich the briefing and creative process and his preferred methodologies for thick data. Rishabha outlines five things he would mandate in an agency for ensuring communication process is equipped with ‘dil se’ insights Conversation about Un-stereotyping Men in Media & Mass Communication The conversations veers around questions like “Are all men the same? Are all men supposed to be complete men? Follow Jagged with Jasravee on Social Media Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in    
02:09:50
February 3, 2021