
Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders
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

Ep 101 : Aditya Kanthy on Marketing Campaign Success Stories for Stayfree, McDonald's & Meesho
Ep 101 : Aditya Kanthy on Marketing Campaign Success Stories for Stayfree, McDonald's & Meesho
Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders Mar 09, 2023
00:00
56:50

Ep 101 : Aditya Kanthy on Marketing Campaign Success Stories for Stayfree, McDonald's & Meesho
Ep 101 : Aditya Kanthy on Marketing Campaign Success Stories for Stayfree, McDonald's & Meesho
What is Unexpected Works, and how does it fuel the creative process at DDB Mudra?
Could you share with our audience the challenge Stayfree faces and the insights uncovered that led to the "It's Just a Period" and "Project Free Period" campaigns?
How did the idea of creating unique packaging for McDonald's to promote the cause of inclusion come about?
With Amazon and Flipkart also approaching small sellers, how has Meesho created a distinct identity and addressed key barriers as well as key opportunities?
Aditya answers the above questions and more as he shares case studies where creativity marries with effectiveness to create award winning campaigns that delivers business results for the brand. Aditya Kanthy, is the CEO & Managing Director of DDB Mudra Group. Under his leadership, the Group has been recognized as one of the Top 20 creative agencies globally, winning at Cannes Lions 3 years in a row & Grand Prix at Spikes 2021 & 19 etc.
Please connect with him on Linkedin https://www.linkedin.com/in/aditya-r-kanthy-17528679/
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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Aditya Kanthy
02:54 Thinking behind Unexpected Works - Marrying Creativity & Effectiveness
07:54 Stayfree Case Study, Project Free Period , DDB For Good
19:27 Stayfree Social Experiment - It's Just a Period
29:08 Macdonald's Case Study
33:33 McDonald's Eatqual Campaign
42:51 Meesho Case Study - Serving Small Sellers & Small Town India
51:52 Rapid Fire - Personally Speaking with Aditya Kanthy
Aditya Kanthy talks about unexpected works philosophy of DDB, which is about the connection between creativity and its impact on business.Aditya Kanthy explains how creativity has the power to energize a brand and its impact on society and culture.
Aditya Kanthy talks about Project Free Period , which was based on the insight that sex workers actually look forward to their period because it provides them with a break from work, and used that to give them an opportunity to reskill and improve their lives and the lives of their children. Aditya Kanthy also talks about the "It's Just a Period" campaign, which aims to break the taboo surrounding menstruation in India. Aditya discusses how the campaign aimed to promote open conversations around menstruation by using a social experiment involving fathers and daughters, where the fathers explain the concept of period to their daughters and encourage them to view periods as a natural and normal bodily function.
Aditya Kanthy talks about how McDonald's launched a new packaging called EatQual on the International Day of Person with Disabilities to make their burgers more accessible for their specially-abled customers. The innovative packaging was designed to help those with upper-limb disabilities enjoy the burgers using one hand. Developed in collaboration with an NGO, EatQual is one of many initiatives by McDonald's to make their experience more satisfying for all customers.
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Mar 09, 202356:50

Ep 100 : Roshan Abbas on How Brands Can Tell Stories, Create Communities, Empower Creators
Ep 100 : Roshan Abbas on How Brands Can Tell Stories, Create Communities, Empower Creators
How to tell stories to understand your own thoughts, use the hero's journey, build great conversations, listen better, and pitch ideas effectively? How to use the 8-13-18-24 and 10-20-30 exercises to learn about storytelling?
How to create branded content campaigns using the power of spoken word and storytelling?
How to build communities around passion points as a long-term marketing and brand-building strategy?
How to empower creators and what is Maslow's hierarchy of creators? How can marketers get the best out of creators?
How to create online and offline brand experiences using performance and experimental art to keep stakeholders engaged?
Roshan answers the above questions and many more as he takes marketers on a journey of growing brands through storytelling, building meaningful communities and truly collaborating with creators. Roshan Abbas is a well-known Indian entrepreneur, media personality, and creative professional. He has become synonymous with creativity, innovation, and inspiration. Currently, Roshan Abbas is the Founder of Kommune India and the Founder and Managing Director of Geometry Encompass.
Roshan Abbas is versatility personified. He is an actor, TV and radio host, producer, event manager, creative director, film and theatre director, lyricist, CEO, angel investor, serial entrepreneur, author, and public speaking coach.
Connect with Roshan on Linkedin https://www.linkedin.com/in/roshan-abbas/
Personal Website https://www.roshanabbas.com
Website of Kommune https://kommuneity.com
Email him at roshan@kommuneity.co.in, roshanabbas1970@gmail.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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index of Conversation
00:00 Preview and Introduction to Roshan Abbas
04:25 Storytelling for Business and Brands - The Need for It, Methods - The Hero's Journey
10:45 Storytelling Exercises - Lifestage Exercise 8, 13, 18, 24, Guy Kawasaki Exercise 10-20-30
15:47 Storytelling in the World of AI and ML - Chat GPT
18:25 Marketers as Culture Catchers - Be Interested or Be Interesting
19:50 Brands with Great Stories - Apple, Redbull, Facebook
24:15 Building Successful Brand Communities - Rise of a Conscious Consumer, Building the Guard Rails, Solving a Problem to Build Community
28:56 Community Building by Asian Paints
30:23 Kommune, Spoken Word - Roshan Abbas's Communities, His Journey as a Creator
37:30 The Maslow's Hierarchy of Creators
38:57 Marketers Collaborating with Creators - Getting the Best Out of Creators
43:09 Gulzar as a Creator for a Banking Client
46:14 Marketers as Creators, and Getting the Best Out of Agencies - The Need for Cultural Immersion
53:50 Experiential Marketing and Live Events in a Post-Pandemic World - Experience Economy and Young People Wanting to Live in the Moment
58:30 Roshan Abbas Faces Rapid Fire
01:01:05 Talent Show - Roshan Abbas as a Singer
01:03:50 Connect with Roshan Abbas
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
Feb 23, 202301:05:57

Ep 99: Nancy Harhut on Using Behavioural Science in Marketing to Drive Customer Action and Loyalty
Ep 99: Nancy Harhut on Using Behavioural Science in Marketing to Drive Customer Action and Loyalty
How can we apply principle of behavioural science in marketing and how did your book come about ?
Can you talk about how can marketers use some of the behavioral science principles with example - loss aversion, reciprocity, autonomy bias, Von Restorff effect etc
How can we use behavioural science or 'human behavior hacks' to increase effectiveness of email marketing ?
What is choice architecture and can you give an example of application of the same in marketing ?
Nancy answers the above questions and many more, as she gives a practitioner's perspective on application of behavioural science in marketing. Nancy Harhut is a co-founder and chief creative officer of HBT Marketing. Her specialty is blending best-of-breed creative with behavioral science to prompt response. She and her teams have won over 200 international and national awards for marketing effectiveness. Prior to cofounding HBT Marketing, Nancy held senior creative management positions with agencies within the IPG and Publicis networks.
Please visit her company website https://www.hbtmktg.com
Connect with her on Linkedin https://www.linkedin.com/in/nancyharhut/
Check out her book on Amazon https://www.amazon.in/Using-Behavioral-Science-Marketing-Instinctive-ebook/dp/B09ZY7JNWQ/
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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index & Flow of Conversation
00:00 Preview & Introduction to Nancy Harhut
02:11 About the Book - Using Behavioral Science in Marketing
04:20 Being Hardwired as Human - Decision Defaults & Shortcuts
06:47 Humans take Emotional Decisions, Justify it with Logic
08:56 Example of Use of Emotion - Selling Business Intelligence Software
13:09 Loss Aversion Principle - Talking About Loss Instead of Benefits is More Compelling
14:17 Reciprocity Principle - Obliged to Return the Favor
15:24 Reciprocity - Example of Financial Service
17:43 Principle of Social Proof
19:32 Human Behavior Hacks - Making Email Effective
20:17 Email Marketing -Using Eye Magnet Words
22:20 Email Marketing - Von Restorff effect
23:03 Testing Various Principle for Email Marketing - Example of Testing Various Principles for a Client
30:05 Choice Architecture -Ways Choices Are Presented - Example of Insurance for Employees
33:13 Which Behavioral Principle to Apply for a Specific Marketing Challenge -Identify Main Buying Barrier
38:15 Nancy Harhut Faces Rapid Fire
40:13 Connect with Nancy Harhut
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Podcast Page : https://anchor.fm/jagged-with-jasravee
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
#socialproof #ReciprocityPrinciple #emailcopywriting #neuropsychology #consumerscience #neuromarketing #consumerpsychology #consumerbehavior #Behaviouralscience #B2bmarketing
Feb 09, 202341:41

Ep 98 : Erik Huberman on How to Create & Manage a Successful Marketing Campaign with Awareness, Nurturing, Trust
Ep 98 : Erik Huberman on How to Create & Manage a Successful Marketing Campaign with Awareness, Nurturing, Trust
What is the Hawke Method’ ? How have you have distilled the art of marketing into three core elements: awareness, nurturing and trust.
Why is the significance of each element of the framework ? Awareness – importance of picking up the right channel., Nurturing – what is it that marketers are finding it difficult to appreciate while building content strategy, Building Trust in a trust deficit world
Why hiring a marketing agency over an in-house marketing team can be a better use of resources?
How AI or Artificial intelligence will impact marketing ?
Erik Huberman answers the above questions as he talks about market 101 and breaks marketing into three principles: awareness, nurturing, and trust. He talks about how to leverage the three principles to create and manage a successful marketing campaign. Erik Huberman is a Founder & CEO of Hawke Media, and Founding Partner of Hawke Ventures. Now valued at over 150 million dollars, Hawke Media is the fastest growing marketing consultancy agency in the USA. .Prior to launching Hawke Media, Erik successfully founded, grew, and sold two e-commerce companies by the age of 26. He is the author of "The Hawke Method: The Three Principles of Marketing that Made Over 3,000 Brands Soar"
Please visit his company website https://hawkemedia.com/
Connect on Linkedin https://www.linkedin.com/in/erikhuberman/
His Book Website https://www.hawkemethod.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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index & Flow of Conversation
00:00 Preview & Introduction to Erik
03:30 Sales & Marketing at Age 6
07:05 The Hawke Method - Context of Someone Who is Receiving Advertising
08:19 The Hawke Method - Nurturing for First Sale, Higher Lifetime Value
12:05 The Hawke Method- Building Trust Quickly, How Much Trust You Really Need
16: 40 Influencer Marketing - Any type of Validation Helps
20:25 How to Focus as a Marketer - Benchmark, Don’t be the First Mover, Repeatability & Scalability Critical
22:55 Keeping Marketing Simple - Example of ‘Attribution’
25:01 Looking at Data Closely - Caselet of Facebook Ads in Light of Apple iOS 14
28:20 Marketing Objectives, Use of Various Tools like SEO
30:45 In-house vs Outsourcing Marketing Agency
32:50 AI in Marketing
34:10 Rapid Fire with Erik Huberman
35:34 Connecting with Erik Huberman
Follow Jagged with Jasravee on Social Media
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Facebook Page : https://www.facebook.com/jaggedwithjasravee
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Podcast Page : https://anchor.fm/jagged-with-jasravee
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
#marketing101 #hawkemethod #hawkemedia #digitalmarketing101 #marketingexcellence #marketingprinciples #scalingup #marketingstrategy #successfulmarketer #influencermarketing #marketingobjectives #effectivemarketing #marketingcampaignplanning #brandawareness #brandtrust
Jan 27, 202336:13

Ep 97 : Nick Jordan on SEO Strategy - Creating Most Valuable Content at Scale
Ep 97 : Nick Jordan on SEO Strategy - Creating Most Valuable Content at Scale
What is your SEO strategy and process for taking projects to 100,000+ organics/month.
What is your keyword research process ? How do you do keyword analysis for competitors?
Can you share your understanding of how Google works and what it likes?
How does one hire content writers and what to look out for while hiring them?
How do you build email list of 10K or more subscribers by posting on LinkedIn, Facebook and Twitter ?
What are some common mistakes in Search Engine Optimization ?
What is the future of Search ? What are your views on AI Content?
Nick answers the above questions and more as he takes us on the journey of SEO success through great content quality, without any technical hacks. Nick helps brands on the internet generate millions of organic visitors per year. Nick is the CEO of Content Distribution and Co-Founder of Workello.
Please visit his company websites https://contentdistribution.com
https://workello.com
Please connect with him on Linkedin https://www.linkedin.com/in/nickfromseattle/
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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index & Content Flow
00:00 Preview & Introduction to Nick Jordan
02:28 Creating most valuable content at scale
03:10 Process for taking projects to 100,000+ organics/month
05:25 Engagement Metrics that Matter -- CTR, Bounce Rate, Time on Site, Pages Visited
07:15 Client Case-let - How an Agency Outranked Instagram for Instagram Support
09:40 De-mystifying SEO - Focus on Content Quality Not Hacks
10:23 Keyword Research Process - Clustering Tool ClusterAI
15:07 What Google Likes - Who has Most Authority - Quality as well as Consistency, Frequency
18:10 Content Quality - What is Good Value Content
20:04 Good Value Content - Knowing Your Audience
20:38 How to Plan Content - Nutraceutical Example using Keyword Clusters, Interviews with Stakeholders for Enablement Documentation
23:22 How to Hire Great Content Writers - People with Good Portfolios are Bad Writers -Workello for Testing at Scale
25:41 Building Email Lists Using Linkedin
28:30 Most Common Mistake for SEO - Avoid Branded Searches
29:35 Key Success Factor for Organics- Increasing Impressions in 1-10 Pages
30:15 Exceptional B2B Content on Linkedin
32:02 Future of Search -ChatGPT
34:50 Rapid Fire - Personally Speaking with Nicholas Jordan
36:28 Connecting with Nick Jordan
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Facebook Page : https://www.facebook.com/jaggedwithjasravee
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Podcast Page : https://anchor.fm/jagged-with-jasravee
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
#seo #searchengineoptimization #searchengineoptimisation #organicsearch #keywordclustering #engagementmetrics #SEOmistakes #futureofsearch #digitalmarketing #seostrategy
Jan 13, 202337:34

Ep 96 : Matt Johnson, PhD on Applying Psychology to Build Enduring Bonds between Brands, Consumers & Markets
Ep 96 : Matt Johnson, PhD on Applying Psychology to Build Enduring Bonds between Brands, Consumers & Markets
Marketers are in the memory business. How are marketers leveraging this by carefully crafted branding experiences to reach our wallets and minds. Could you please elaborate this with examples ?
How should brands approach content creation (organic content) and leveraging influencers?
How should brands co-create with customers ?
‘Our brains don’t construct reality directly, instead they construct a mental model of it? Beliefs are an important input to sculpting it’. Could you elaborate on how brands are belief based mental models?
What is the efficacy of Behavioral Economics in marketing vs bigger economic forces like price OR Is the 'Nudge' Dead ?
Matt answers the above questions and many more as he takes us on fascinating journey of applying neuropsychology to brand building. Matt Johnson, PhD is a Professor and Research Fellow at Hult International Business School. Matt Johnson is a speaker, writer, and researcher, specializing in the application of psychology and neuroscience to branding.. He is the author of the top-selling consumer psychology book, Blindsight: The (mostly) hidden ways marketing reshapes our brains (BenBella, 2020), and most recently, Branding That Means Business (Economist Books, Fall 2022).
Please visit his website https://www.neuroscienceof.com/
Please follow him on Linkedin https://www.linkedin.com/in/mattjohnsonisme/
His Latest Book on Amazon https://www.amazon.com/Branding-that-Means-Business-Consumers-ebook/dp/B09K7C8VW3
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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index of Content
00:00 Preview & Introduction to Matt Johnson Ph.D
02:56 Marketers are in the Memory Business
08:15 Brand’s Meaning - A House Needs to Become a Home
11:30 Inviting Consumers for Co-Creation with the Brand
12:42 Co-Creation by Brand Managers - Content Creation, Leveraging Influencers
16:54 Spotify Wrapped - Celebration of Consumer’s Eccentricity & Diversity
19: 27 Flexibility of Co-Creation - Balance Between Letting Go And Assertiveness by Brand Managers
22:18 Growing Kitkat in Japan - 'I Wish You All the Best' vs Taking a Break
26:15 Brains’ Construction of Reality -Objective vs Subjective Reality- Enjoyment of Wine
30:04 Belief Based Mental Models vs Brand Story - Perceived Soul of the Object - Your Replica for Teddy Bear
32:51 Significant Object Study - 100X Rise in Value with A Story
35:00 Efficacy of Behavioral Economics in Marketing Vs Bigger Economic Forces like Price OR Is Nudge Dead ?
39:45 Broader Context of Nudges or Predicates to Behaviour On Brand
45:04 Behavioral Change vs Cultural/Social Change, Nudge or Influences
47:02 Rapid Fire - Personally Speaking with Matt Johnson
52:29 Connecting with Matt Johnson
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#brandmanagement #consumerscience #neuromarketing #perceptionchange #influencermarketing #contentmarketing #consumerbehaviour #brandmanager #consumerbehaviorpsychology #spotifywrapped #kitkatjapan #significantobjectstudy #marketingexcellence #behaviouralchange #nudge
Jan 04, 202353:48

Ep 95 : Andrea Belk Olson - Understanding Customers to Differentiate, Compete & Build Customer-Centric Culture
Ep 95 : Andrea Belk Olson - Understanding Customers to Differentiate, Compete & Build Customer-Centric Culture
How can misleading conclusions can be drawn from data? Understanding the differences between data, information and knowledge?
What is an insight & how does one use it to out-compete competition ?
What is the 3 W Ideation process: Why, What & WOW ?
How emotions can overpower logic? How cognitive biases influence decisions?
What are the shortcomings of the Net Promoter Scores (NPS) in understanding customers ?
Andrea answers the above questions and many more as she takes us on a fascinating journey of understanding customers and building customer centricity in an organization. Andrea Belk Olson is a differentiation strategist, speaker, author and customer-centricity expert. She is the CEO of Pragmadik, a behavioural science-driven change agency, and has served as an outside consultant for EY and McKinsey.
She is the author of three books, including the upcoming What to Ask: How to Learn What Customers Need but Don’t Tell You; a four-time ADDY® award winner; and, contributing author to Harvard Business Review, Entrepreneur Magazine, ETC.
Please visit her Company Website https://www.pragmadik.com
Andrea's Personal Website https://www.andreabelkolson.com
Connect with her on Linkedin https://www.linkedin.com/in/olsonandrea1/
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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
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
Index & Outline of the Talk
00:00 Preview & Introduction to Andrea
02:50 Data, Information & Knowledge - How Are They Different
04:45 Going from Data to Insight, How it is a Key to Unlocking Something New
10:45 Customer Centricity
14:35 3 W Ideation Process - Utilize Customers as Resource for Innovation
20:50 Multiple Perspectives - Understanding a Customer Holistically
23:02 Everybody Needs to Be Mandated to Meet Customers - Not to Outsource Customer Research
27:22 Emotion vs Data - Problems with Extroplating Data to Predict Future Behavior
31:23 Cognitive Biases like Maslow's Hammer - One Tool Being a Solution for All Problems
32:59 Cognitive Bias - Bike Shedding
35:30 Understanding Culture & Global Culture & Involving People from a Specific Culture
40:05 Limitations of Net Promoter Scores - Rationally vs Emotionally Satisfied Customers
44:10 Kickstarting Customer Understanding - Catalyst for Change - Urgent Problem to Solve
47:15 Rapid Fire with Andrea Belk Olson
50:22 Connecting with Andrea Belk Olson
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
Dec 22, 202252:04

Ep 94 : Mayur Hola on Transforming Brand OYO - Strategic Marketing Case Study
Ep 94 : Mayur Hola on Transforming Brand OYO - Strategic Marketing Case Study
‘Come to OYO’ Campaign won big at the 2022 Jay Chiat Awards. What was the business & the brand challenge, the consumer insights and the communication strategy behind the unique campaign ?
How did 'Come to OYO' campaign evolve over subsequent years? What was the cumulative impact on brand and business of 11 films in multiple languages?
How coming together of 3Ks- KJO, Kukki and Krrish campaign drive conversations and what was the marketing objective behind it ?
Why did OYO’s brand image need a complete overhaul with women consumers? Please share the challenge and key insight that led to ‘#Showsomerespect’, an ORM exercise that won over women?
How did Paper to Pixel create positive buzz and increase brand consideration of OYO ?
Mayur answers the above questions and many more as he takes on a journey of how he & his team transformed Brand OYO in a space of 3-4 years, and in doing so won the most prestigious Global Awards for marketing effectiveness including Jay Chiat & WARC awards (2 Golds, 2 Silvers respectively in the same year AND a Grand Prix)
Mayur Hola is SVP, Global Brand at OYO. He has built brand into a strategic marketing and growth engine and transformed brand OYO. Today OYO ranks amongst the top 10 most effective brands as recognized by global benchmarks such as WARC, Jay Chiat & Effies. In the past, he has worked as senior creative leader in advertising industry working on many of the world's biggest brands like Coca-Cola, Domino's, TrueCaller, MasterCard, Reckitt, National Geographic etc.
Please connect with Mayur Hola on Linkedin https://www.linkedin.com/in/mayurhola/
Email Mayur at mayurhola@gmail.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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index of Content
00:00 Preview & Introduction to Mayur Hola
03:25 Come to OYO Campaign - The Context of OYO, Organizing the Unorganized Hotel Segment
06:25 How OYO Brand Was Created - Value Brands are Looked Upon by Opinion Makers
07:40 How OYO Brand was Created - ConsumerTech Startups don’t focus on Brands , Brand Built by Pop Culture
10:30 OYO Brand Value Proposition - Location, Price ,Availability
12:10 Come to OYO Campaign - Learning from Consumers
14:35 Come to OYO Campaign - India’s Lack of Space & OYO’s Ubiquitousness
18:11 Come to OYO Campaign - Hotel Owner’s Perspective, Challenge to Create Demand
26:11 Driving Emotional Perception for a Brand - Kjo, Krrish and Kukki (3K) to OYO's Rescue Campaign
28:11 Driving Emotional Perception for a Brand - Cadbury, Zomato
30:52 3 K Campaign - Targeting Premium Families & Shareholders
34:52 3 K Campaign - Driving a Narrative, Conversations, Influencer s
41:20 Paper to Pixel Campaign - How OYO Increased Brand Consideration
46:55 Paper to Pixel Campaign - Association with Olympics, Women Safety
49:40 ‘Safe for Women’ Campaign through ORM (Online Relationship Management ) - Case Study on Brand Purpose
58:35 Rapid Fire - Personally Speaking with Mayur Hola
01:01:30 Connect with Mayur Hola
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Campsite One Link : https://campsite.bio/jaggedwithjasravee
Dec 08, 202201:02:55

Ep 93 : Drew Neisser on Best Practices for Chief Marketing Officers & B2B Branding
Ep 93 : Drew Neisser on Best Practices for Chief Marketing Officers & B2B Branding
How do you become a RENEGADE marketer ? What is the CATS framework for RENEGADE marketing ?,
Courageous Strategy - Why ‘clearing the clutter’ is important ? Why differentiation and distinctiveness is so important? How has Arrow, Ben & Jerry & other brands applied it ?
Artful Ideation -The Eight-Word Story & why is it important? How its is not just a tagline; and compels a company to take actions that go well beyond the traditional bounds of marketing?
Thoughtful Execution -How do we engender brand love & make the customers the heroes of brand story ? Why every CMO should have at least a few key customers on speed dial ?
Scientific Method- How do the CMOs work with CFOs to develop metrics that matter for employee satisfaction, customer advocacy, and prospect interest ? What should be the most important metrics to measure? What is 'Blended Brand Awareness' tracker?
Drew answers the above questions and many more as he takes us on a fascinating journey to be a CATS CMO. Drew Neisser is the founder of Renegade, the award-winning strategic boutique for B2B innovators, and CMO Huddles, the fast-growing community of B2B CMOs.
Neisser’s first book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing, features interviews with sixty-four marketing leaders at top brands, including American Express, Dow, IBM, and SAP. Drew's 2nd book, is on Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands . Ranked among the top CMO influencers, Drew Neisser is a LinkedIn Top Voice in Marketing 2022 . He is a host of podcast for B2B CMOs & an AdAge CMO columnist.
Please connect with him on Linkedin & he promises to send a chapters of his book for free https://www.linkedin.com/in/drewneisser/
Please visit his company website https://renegade.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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Drew Neisser
02:33 Book Renegade Marketing - Best Practices of Successful CMOs
05:35 CATS Framework after Interviewing 500+ CMOs
07:45 Courageous Strategy - Focus & 'Clear Away the Clutter'
11:01 Courageous Strategy - Daring to Be Distinct - Arrow Electronics Case Study
13:15 Courageous Strategy - Pounce on Purpose like Ben & Jerry's Ice cream or KIND Snacks
16:49 Artful Ideation - Perfect Pithy- Find Your Eight Word Story
19:25 Purpose Driven Story Statement -How not to do it - Family Circle Magazine
21:35 Purpose Driven Story Statement - How to do it - Case Paper
23:13 Thoughtful Execution - Customers on Speed Dial, User Committees, Customer Advisory Board
30:12 Thoughtful Execution- Renegade Marketer Puts Employees First
32:10 Scientific Method- Key Metrics - Customer Satisfaction, Employee Satisfaction, Brand & Sales Velocity
37:44 Scientific Method - Blended Brand Health Tracker
44:49 Rapid Fire - Personally Speaking with Drew Nessier
46:16 Connect with Drew Nessier
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
Nov 24, 202247:52

Ep 92 : Stan Phelps on Differentiated Customer Experience to Drive Loyalty & Growth
Ep 92 : Stan Phelps on Differentiated Customer Experience to Drive Loyalty & Growth
What are the 10 keys to creating a differentiated experience ? What is the metaphor of goldfish that has inspired your book series?
What are the key learnings from your book Pink Goldfish OR How does one defy normal, exploit imperfections and captivate customers ? How do your flaws make you awesome?
How can we contribute to the happiness of customers, employees, and society ? How can Happiness be the ultimate currency in business?
What is G.L.U.E. in context of differentiation via added value?
How can little things add value or make it easier for customers? What could be these little things, please explain with examples
Stan answers the above questions and many more as he conducts a masterclass on creating a differentiated customer experience. Stan Phelps is a Forbes Contributor, TEDx Speaker, IBM Futurist, Certified Speaking Professional, and best-selling author of the Goldfish Series. He is also an Instructor for the ANA School of Marketing and Rutgers Business School.
Please visit his website https://stanphelps.com/
Connect with Stan on Linkedin https://www.linkedin.com/in/stanphelps/
Email him at stan@purplegoldfish.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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
00:00 Preview & Introduction to Stan
02:32 Goldfish as a Metaphor of Growth - Five Reasons Why Goldfish Grows -
10:25 Differentiated Experience -Referred Customer is 4X Valuable
13:25 Purple Goldfish - Finding Ways of Differentiating Experience 'Signature Extras' - Warm Chocolate Chip Cookie by Double Tree Hotel by Hilton
17:59 Sampling as a Way of Demonstrating Additional Capabilities to Current Customers -Izzy’s Ice Cream Mini Scoop
21:20 How do your Flaws Make You Awesome OR FLAWSOME - Buckley's Cough Syrup
27:25 Antagonizing Some Customers- Alamo Drafthouse Cinema
30:25 Exposing Yourself - Snowbird Ski resort in Utah
34:45 Differentiation Strategies - Cow , Peacock, Zebra, Polar Bear
39:56 Being Unique & The 6 As of Uniqueness
44:19 Business 5.0 OR Putting Happiness to the Centre of Business - Southwest Airlines, GE MRI Machine Experience
55:10 3 Rs of Differentiation - Cross Selling Different Products at Different Life Stages -Westpac Bank, Australia
58:32 Talent Show - Bar Tricks
01:01:04 Rapid Fire - Personally Speaking with Stan Phelps
01:02:28 Connecting with Stan Phelps
Follow Jagged with Jasravee on Social Media
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
Nov 10, 202201:03:58

Ep 91 : Professor Michael Solomon on Customer Engagement Strategy - Convert Bored Consumers into Fanatics
Ep 91 : Professor Michael Solomon on Customer Engagement Strategy - Convert Bored Consumers into Fanatics
You say that your mantra is, “We don’t buy things because of what they do. We buy them because of what they mean.” Can you explain that to us?
You have a new online course called ENGAGE! that’s devoted to building consumer engagement with a product, service, or organization. Why is engagement so important that you offer 6 hours of training to cover it?
How can we engage using the classic AIDA Model of persuasion?
The first two stages of the AIDA model are Awareness and Interest. How does an organization create awareness and then interest?
Michael answers the above questions and more as he gives a preview of his online course ENGAGE !.
Professor Michael Solomon is a Professor of Marketing in the Haub School of Business at Saint Joseph’s University in Philadelphia. He is a renowned marketing consultant and published Author of the most widely used book on consumer behavior in the world, “Buying, Having, and Being.
To learn more on Customer Engagement, please consider Michael's Online Course called ENGAGE ! The link is attached below
https://michael-solomon-s-school.teachable.com/p/engage?affcode=1092553_m9on_utp
SPECIAL INCENTIVE: JWJ viewers and listeners can use one of the following two Coupon Codes in order to receive the discount:
JWJ for $100 off the $679 single-payment option
3PPJWJ for $100 off the three-payment plan (The $100 will taken off the first of the three $230 monthly payments in that plan.)
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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Introduction to Michael
00:54 How to Engage the Consumer - Premise for the Course 'ENGAGE'
06:35 Consumer Mantra - We Buy Things For What They Mean
10:08 Need to Ramp Up Consumer Engagement vs Acquiring New Customers
14:22 80/20 Rule of Marketing -Identifying Most Engaged Customers
19:00 AIDA Model of Persuasion
25:15 Omni-channel Engagement - Product, Communication & Environment of Purchase
26:21 Linking Your Products to Cultural Stories - De Beers Diamond, Nike
30:26 Marketers Limited to 'Top of Funnel' Focus, Engagement is Not Just Content Creation
35:19 ENGAGE! Course by Michael - Creating Brand Fanatics
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
Oct 28, 202237:35

Ep 90 : Jon Picoult on Principles of Great Customer Experience - Turning Customers into Fans
Ep 90 : Jon Picoult on Principles of Great Customer Experience - Turning Customers into Fans
'If you’re aspiring to satisfy your customers, then you are aspiring to mediocrity” Why do you say so? •
"A great customer experience as being like a beautifully choreographed performance, complete with “onstage” and “backstage” components." Tell us more about that.
Are the terms ‘customer service’ and ‘customer experience’ interchangeable?
One of your 12 Principles of Great Customer Experience is about making things “effortless” for customers. What are some ways that businesses can accomplish that ?
The most efficient customer experience isn’t necessarily the most engaging customer experience. What do you mean by that?
Jon answers the above questions and many more as he conducts a masterclass on how to convert customers into lifelong fans. Jon Picoult is the founder of Watermark Consulting and a leading expert in customer and employee experience. He has advised C-Suite leaders at some of the world’s foremost brands, helping companies capitalize on the power of loyalty – both in the marketplace and in the workplace.
Jon earned his bachelor’s degree in Cognitive Science at Princeton and holds an M.B.A. from Duke. Jon is an author of an amazing book, “From Impressed To Obsessed: 12 Principles For Turning Customers and Employees Into Lifelong Fans.”
Jon Picoult website: www.jonpicoult.com
Jon's Book website: www.impressed2obsessed.com
Watermark Consulting Customer Experience ROI Study: www.watermarkconsult.net/cx-roi
The Worst Customer Service Telephone Greeting… Ever!: https://youtu.be/fQmBDsqVPCY
Jon Picoult on Twitter: www.twitter.com/jonpicoult
Jon Picoult on Instagram: www.instagram.com/jonpicoult
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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Jon
02:27 Focusing on Customer Satisfaction is Not Enough
07:23 Definition of Customer Experience
09:45 Difference Between Customer Experience Vs Customer Service
13:20 Great Customer Experience - True Value or ROI
15:42 Correlation Between Customer Experience & Shareholder Return
18:47 Principle of Customer Experience - Keeping It Simple
24:48 Cognitive Effort Reduction - Overload of Choice American Retirement Plan Example
27:54 Cognitive Effort Reduction - Worst Customer Service Telephone Greeting
31:59 Efficient vs Engaging Experience - Starbucks Turnaround Example
39:09 Being Relevant for Customers- Brand Vision Translating Into Operations
41:50 Principle of Giving the Perception of Control - Red Cross Example
49:00 Principle of Delivering Pleasant Surprises
54:19 Rapid Fire - Personally Speaking with Jon
56:37 Connect with Jon
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
Oct 14, 202258:28

Ep 89 : Jamie Turner on Marketing Success Through One to One Marketing, Unspoken Rules of Leadership
Ep 89 : Jamie Turner on Marketing Success Through One to One Marketing, Unspoken Rules of Leadership
Why the traditional sales funnel no longer works―and what’s replacing it? How the customer journey can be leveraged to grow sales
How can we use one-to-one marketing, and how they leverage it for growth
What is the important role privacy plays in a one-to-one marketing campaign? What fears consumers have about privacy―and how address those concerns?
What are the unspoken rules of leadership ? How does one discovering your authentic self for better leadership ?
Jamie answers above questions and more as he encourages us to make a shift from mass marketing to one to one marketing. Jamie Turner is an author, professor, speaker, global consultant and network TV news contributor who has helped The Coca-Cola Company, AT&T, Holiday Inn, and other international brands solve complex marketing and business problems.
He speaks about business, marketing, persuasion, and leadership at events, trade shows, and corporations around the globe.
Please connect with him on Linkedin https://www.linkedin.com/in/askjamieturner/
Please visit his websites
https://jamieturner.live
https://unspokenrules.live
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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
INDEX
00:00 Preview & Introduction to Jamie
01:50 Audience of One, Why Marketing is Broken
06:45 Using Data for Hyper-Targeting Customers
16:09 Consumer Privacy - Cost vs Benefit
19:35 Consumer Privacy Went Away in Mid-1960s
21:08 Mindset of One to One Marketing- Incremental Change
24:14 Using Data for Insights, Coca Cola Case Study
30:00 Unspoken Rules of Leadership - Focus on Mindset
33:46 Leadership - Need for Self Awareness
39:15 Leadership - Move Towards Discomfort , Your World Expands
40:35 Leadership - Work on the First Line of Code
43:06 Rapid Fire - Personally Speaking with Jamie Turner
45:47 Connecting with Jamie Turner
One-to-one marketing is the breakthrough strategy today’s top brands are using to generate meaningful conversations with customers on an individual basis, helping them grow their revenue while understanding and even anticipating consumer behavior. But with that enormous potential comes a common pitfall: Alienating customers who value their privacy.
Follow Jagged with Jasravee on Social Media
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Facebook Page : https://www.facebook.com/jaggedwithjasravee
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Podcast Page : https://anchor.fm/jagged-with-jasravee
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
#directmarketing #audienceofone #hypertargeting #hypertargetmarketing #personalizationinmarketing #hyperpersonalizationinmarketing #dataanalyticsinmarketing #consumerinsightsmarketing #authenticleadership #marketing101 #marketingstrategies #marketingpodcast #consumerprivacy #rulesofleadership #leadership
Sep 29, 202247:21

Ep 88 : Aaron Ahuvia on Brand Love, Things We Love - Insights from Marketing, Psychology & Neuroscience
Ep 88 : Aaron Ahuvia on Brand Love, Things We Love - Insights from Marketing, Psychology & Neuroscience
Why do people love things? Can you really love a thing like you love a person?
What are the main reasons people fall in love with brands and things?
How can companies get consumers to love their products more?
How future technology will create much greater levels of emotional attachment between people and things?
Why do we love music?
Aaron Ahuvia, Ph.D. answers the above questions and many more. Dr. Ahuvia is the world’s leading expert on brand love, a topic he pioneered and has worked on since 1990. Dr. Aaron Ahuvia is the Professor of Marketing at the University of Michigan-Dearborn College of Business. He received his Ph.D. in Marketing from Northwestern University’s Kellogg College of Business where along with conducting original research, he assisted Professor Phillip Kotler with a revision of his classic textbook.
Please follow/connect on Linkedin : https://www.linkedin.com/in/aaronahuvia/
Please visit Dr Aaron's Website : https://thethingswelove.com/
Aaron Ahuvia’s book : https://www.amazon.com/Things-We-Love-Passions-Connect-ebook/dp/B09L81SC2M
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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Dr. Aaron Ahuvia
03:01 From World's First Dating Service to Brand Love
08:00 Why People Love Things
11:11 Most Loved Brands - Being Fabulous & Different Isn't Enough
19:13 How Can Brands Create Love - 3 Kinds of Connection
26:17 Mobile Phone Love - Makes All 3 Connections
28:18 Evolutionary Basis of Love in Humans & Some Animals
35:45 Future Trends In Love of Things
39:45 Love of Categories, Creating More Love Than Competition
47:55 Why We Love Music
51:16 Rapid Fire - Personally Speaking with Professor Aaron Ahuvia
55:39 Connecting with Dr Ahuvia
Follow Jagged with Jasravee on Social Media
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
#mostlovedbrands #loveofbrands #brandlove #loveofthings #neuropsychology #brandpreference #consumerpreference #Loveofobjects #anthropomorphism #Anthropomorphic #brandloyalty #customerloyalty
Sep 21, 202256:35

Ep 87 : Louis Rosenberg on Digital Marketing and Advertising in the Metaverse & the Need to Regulate It
Ep 87 : Louis Rosenberg on Digital Marketing and Advertising in the Metaverse & the Need to Regulate It
What is Metaverse? How will we market in the Metaverse?
How will marketers use Virtual Product Placements & Virtual Spokes People in the metaverse?
What are some other use cases of metaverse say in Medicine ?
How do we regulate the meta verse and what are the approaches for consumer protection?
Dr Louis Rosenberg answers the above questions and many more as he takes us into the future of metaverse filled with exciting possibilities & also some risks. Dr Louis is a Metaverse Pioneer & AI Researcher for 30+ years. He has been awarded over 300 Patents in VR, AR, and AI.Dr Louis Rosenberg is the CEO & Chief Scientist at Unanimous A.I. Please visit his company at https://unanimous.ai/
Please connect with Dr Louis on Linkedin https://www.linkedin.com/in/louis-rosenberg-025851132/
Please write to him on louis@unanimousai.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 visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index of Content
00:00 Preview & Introduction to Dr Rosenberg
05:29 How do you define & explain Metaverse
07:30 Marketing in Metaverse
09:18 Marketing in Metaverse - Virtual Product Placement
12:21 Marketing in Metaverse - Virtual Spokespeople
14:22 Need to Regulate Marketing in the Metaverse
23:16 Consumer Emotion Recognition & Manipulation in the Metaverse
25:10 Legitimate Uses of Biometrics
26:52 Medicine & the Metaverse - Teaching & Practice
31:50 Content Marketing