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

Hosted by Jasravee Kaur Chandra

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145

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Jun 2026

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About the show

“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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60 recent

June 9, 2026Episode 14519 min

145 - Jasravee Kaur Chandra on How a Garage in Bombay Beat the British and Built India's Biggest Paint Empire

How did four Indian men in a 1942 garage defeat British monopolies? Discover the hidden strategy behind India's biggest paint empire.In 1942, India's paint market was a colonial franchise. Asian Paints bypassed rich distributors to empower rural dealers directly. They integrated mainframes a decade before ISRO and built an untouchable supply chain. Today, new competitors like Birla Opus are testing this 82-year-old moat. Understanding this journey reveals how true business ecosystems are built.

April 27, 2026Episode 14450 min

144 - Harish Vasudevan On Why Is Your Digital Strategy Failing? The Brutal Truth About Modern Marketing

Harish Vasudevan deconstructs the complexity of digital marketing, arguing that it is simply "direct marketing on steroids". By focusing on the "Holy Grail" of one-on-one communication and simplifying the customer journey to its basic essence, businesses can stop wasting money on flashy tools.The key is to balance data with human instinct, avoiding the "last-click" trap that ignores the long road a consumer travels before buying.Many marketers are "driving into lakes" by following data blindly. Harish Vasudevan provides a refreshing perspective on metrics, urging non-marketers to start with questions rather than spreadsheets. From the enduring power of email (the "roach" of marketing) to the new "black boxes" of AI search, this conversation is a guide to navigating the digital arc without losing your business intuition.Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 25 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.

March 20, 2026Episode 14344 min

143 - Soumya Mohanty on Why Spending More Is Making Brands Invisible | The Erosion Nobody's Talking About

Indian brands are spending more and standing out less. Here's why and what the 2.5X Thriver brands are doing differently.What the flywheel economy, GEO, and upstream brand building mean for every CMO in India right now.In this episode, we go deep on Kantar's latest intelligence on brand meaningful difference and why India's marketing budgets are growing while brand distinctiveness erodes. We unpack the always-on flywheel of retail, social, search, and LLMs that now shapes consumer decisions before they even know they're deciding. We examine how rural India's digital behaviour has outpaced brand strategy by years — and what an original rural-first strategy actually looks like beyond the affordability lens.0:00 Why brands spend more and get remembered less1:09 Brand building playbook for 2026 introduced2:06 Funnel to flywheel: how media fragmentation changed marketing3:32 Meaningful difference: thrivers vs survivors5:16 Tanishq case study: emotional brand building6:24 Why 85% of brands fail at emotional relevance7:50 Royal Enfield brand comeback: emotional consistency11:25 Platform creativity vs consistent brand proposition13:50 Why repurposing TV ads for digital fails15:08 Brand health metrics: what to track instead of VTR16:52 LLM brand visibility and share of model explained17:22 Why PR matters more in the AI era20:14 GEO optimisation: appearing in AI recommendations25:02 Winning upstream: priming consumers before purchase30:27 Retail media and quick commerce strategy34:40 Rural India: the most underserved brand opportunity38:18 Trends vs fads: how to tell the difference39:00 2026 brand correction: what survives39:35 Brand building playbook summary for 202642:09 Rapid Fire - Getting Personal with Soumya

February 20, 2026Episode 1421 hr 3 min

142 - Jeff Greenfield On The Attribution Crisis No One Talks About : Cookies, CTV & the Metrics Marketers Get Wrong

Is your marketing data actually lying to you? In this episode, attribution expert Jeff Greenfield, founder of Provalytics and former CEO of C3 Metrics, breaks down why last-click attribution is costing brands millions, what really changed when cookies disappeared, and how to measure channels like CTV and podcasts where nobody clicks.We cover GA4's biggest blind spots, the truth behind Facebook and Google's walled garden data, and why pharma marketers face the hardest measurement challenges in the industry. Whether you're a CMO, performance marketer, or analytics lead , this is the conversation that will change how you think about measurement.Jeff is an entrepreneur, advisor, and disrupter with three decades of strategy, growth and marketing leadership. Jeff is currently building the next generation of AI-Driven Attribution as the co-founder and CEO of Provalytics which is a 'cookie-less' attribution & measurement solution which enables marketers to prove the impact from upper funnel channels like CTV and grow their budgets.

January 21, 2026Episode 14152 min

141 - Ken Hughes on What Does Taylor Swift Reveal About the Future of Marketing?

At 15 years old, Taylor Swift understood something most brands still miss. "Half your time writing material. Half your time talking to fans."She spent 10-15 years doing this EVERY night. On MySpace. On Bebo. On Tumblr. Replying to fans. Showing her world. Building connection. The result? A brand so powerful that fans get her lyrics tattooed on their bodies."Taylor Swift doesn't sell music. She sells belonging," explains behavioral scientist Ken Hughes.Your brand doesn't need better product. It needs better connection. In this podcast Ken Hughes talks about his book "TAYLORMAKING", a strategic playbook for building customer loyalty, brand intimacy, and emotional resonance.Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 25 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@gmail.com

December 19, 2025Episode 1401 hr 6 min

140 - Roger Hurni on Why Smart Brands Use Behavioral Science (Not Just Ads) to Win Customers

In this deep, insight-packed conversation with Roger Hurni, we explore behavioural marketing, consumer psychology, and how human decision-making really works—through real-world stories from brands like Nike, DoubleTree, Four Seasons, Apple Pay etc.From the legendary DoubleTree cookie strategy to AI-driven personalization, this episode breaks down:Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 25 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@gmail.com

November 20, 2025Episode 13932 min

139 - Soumya Mohanty on Top 100 Most Valuable Indian Brands in 2025 : Kantar BrandZ Report

Please visit Jasravee at ⁠⁠⁠https://jasravee.com/⁠⁠⁠Email Jasravee at jasravee@gmail.com

November 4, 2025Episode 1384 min

138 - Jasravee Kaur Chandra on How to Find Growth When Differentiation Stops Working?

Please visit Jasravee at ⁠⁠⁠https://jasravee.com/⁠⁠⁠Email Jasravee at jasravee@gmail.comMost brands fight to be 5% better than competitors. Redbull redefined what a drink could mean. The difference? Whitespace beats differentiation. Growth comes from creating new territory, not stealing share. Stop competing. Start creating.

October 18, 2025Episode 13755 min

137 - Shobha Prasad on How AI is Changing Market Research & Consumer Insight. Will AI Replace a Market Researcher? How to Use Seven Sins for Brand Building ?

Please visit Jasravee at ⁠⁠https://jasravee.com/⁠⁠Email Jasravee at jasravee@gmail.com

October 6, 2025Episode 1366 min

136 - Jasravee Kaur Chandra on Brand Strategy in 2025: Diagnosis First, AI Second (CLEAR Framework)

Brand diagnosis is the most underrated step in strategy. AI can detect patterns and form hypotheses, but human judgment makes the calls. We are sharing the CLEAR framework: a 5-step audit system that helped Nycil, Sugar Free, and ITC turn around their brands.The first AI question isn't "give me ideas." It's "help me diagnose." Think of AI as a smart junior colleague. Let it probe, push, and surface what you're missing. Then YOU do the synthesis. That's how you turn AI into a strategic accelerator, not just a speed tool.Please visit Jasravee at ⁠https://jasravee.com/⁠Email Jasravee at jasravee@gmail.comCLEAR Brand Audit: Five Strategic Prompts for Brand Diagnosishttps://drive.google.com/file/d/1NVaL-9DYCu4YRSWDGx4zPt-knX8LC_GZ/view