9 episodes

“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

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

    • Marketing

“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

    Ep 9 : Atin Roy on Pharma Brand Management, Pharma Brand Strategy & Campaigns, Switch from Rx to OTC Brands, HealthTech, 3D Printing

    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. This mindset was challenged on Dr Reddy’s acidity relief medicine Razo. Atin and team created two doctor characters Dr Singh & Dr. Pillai They were two friends who in between examining patients in the hospital would discuss Razo cases in a funny tongue and cheek manner. And it was an instant hit among doctors. But the greatest achievement was that from just a few seconds that a Razo medical representative used to get with the doctor, the in-clinic time he started getting with doctor expanded to minutes!




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    Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva L Pvt Ltd. Please visit us at www.mastersun.in

    Connect with Jasravee

    Email : jasravee@theadiva.com
    Linkedin : https://www.link

    • 26 min
    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

    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


    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


    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.


    Another interesting campaign he delves on was Pampers ‘It takes two’. A whole lot of research had supported this campaign. Doctors, psychologists have been saying that when both parents work together in bringing up the child the impact on the child is very healthy. Well when it takes two to make a baby, it should take two to nurture one too. So the impact of this thinking was that ‘it takes two’ got owned beautifully by the brand. It reflected on packaging. The changing area for the baby started finding a place in the men’s toilets as well.Recently with Virat Kohli and Anushka Sharma getting a baby girl, the entire theme got beautifully revitalised.


    Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva L Pvt. Ltd. www.mastersun.in

    Connect with Jasravee

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    • 27 min
    Ep 7 : How to market liquor in India, advertise for whisky & beer ? Evolution of Unilever Brand RIN & Consumer Insights? - Divya Khanna shares her experience

    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


    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


    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.

    Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva L Pvt Ltd. Please visit at www.mastersun.in

    Connect with Jasravee

    Email : jasravee@theadiva.com
    Linkedin : https://www.linkedin.com/in/jasravee/
    Twitter : https://twitter.com/jasravee

    • 24 min
    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

    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



    Follow Jagged with Jasravee on Social Media

    Facebook Page : https://www.facebook.com/jaggedwithjasravee

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    Podcast Page : https://anchor.fm/jagged-with-jasravee



    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?



    Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva L Pvt Ltd. Please visit us at www.mastersun.in

    Connect with Jasravee

    Email  : jasravee@theadiva.com

    Linkedin  : https://www.linkedin.com/in/jasravee/

    Twitter  : https://twitter.com/jasravee

    • 36 min
    Ep 5 : Navin Rammohan, Vice President, Infosys, London On 5 Top Global Technology Trends, Account Based Marketing, Reimagining Sports Sponsorships & Events

    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

    Facebook Page : https://www.facebook.com/jaggedwithjasravee

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    Podcast Page : https://anchor.fm/jagged-with-jasravee



    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.   

    Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva L Pvt Ltd. Please visit us at www.mastersun.in

    Connect with Jasravee

    Email  : jasravee@theadiva.com

    Linkedin  : https://www.linkedin.com/in/jasravee/

    Twitter  : https://twitter.com/jasravee

    • 48 min
    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

    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


    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




    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.


    Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva L Pvt Ltd. Please visit us at www.mastersun.in


    Connect with Jasravee

    Email : jasravee@theadiva.com
    Linkedin : https://www.linkedin.com/in/jasravee/
    Twitter : https://twitter.com/jasravee

    • 26 min

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