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EPISODE 9
12 Aug 2021

The story of the 'changing India' has been told many times over. Diverse, fragmented, and chaotic as it may seem, India and its people have navigated their way to a newer reality t ... Read more

The story of the 'changing India' has been told many times over. Diverse, fragmented, and chaotic as it may seem, India and its people have navigated their way to a newer reality that has been revealed over a period of time. Today, the people of India are finding a way of life that has been influenced to a great extent by the pandemic and the over 14 months of being in a semi-lockdown state. Are these trends or are they a new reality that brands and marketers need to be cognizant of? To discuss this and a lot more, this episode welcomes Preetha Athrey, Head of Marketing at Twitter India as she talks about the latest Twitter India Trend Report that highlights 6 interesting consumer trends that have been picked up through the conversations on Twitter. Especially relevant for the marketing fraternity who is constantly looking for ways to remain relevant to a changing consumer landscape. Read more

EPISODE 8
12 May 2021

Just like the automobile became a cultural artefact in the beginning of the twentieth century, leading to a social and cultural revolution across the world, the mobile phone is doi ... Read more

Just like the automobile became a cultural artefact in the beginning of the twentieth century, leading to a social and cultural revolution across the world, the mobile phone is doing just the same in India. Not only has it led to an unprecedented growth in the economy, it has also become an agent of social change. For most Indians, the smartphone is their computer, private TV screen, portable music player, gaming station and camera all rolled into one. If you go into the heart and hinterland of India, you will notice the centrality of the mobile phone and how this tiny device becomes the primary source of identity and authority. To hear more of how the mobile phone has changed the social and cultural fabric of our country, do tune into this super interesting conversation I have with Anil Nair, CEO of VMLY&R. Read more

EPISODE 7
04 May 2021

Today's moms are calm, composed and collected. They have their emotions in check..or atleast on Instagram! From being the drill sergeant or helicopter parent of the past, they are ... Read more

Today's moms are calm, composed and collected. They have their emotions in check..or atleast on Instagram! From being the drill sergeant or helicopter parent of the past, they are a lot more real and embracing of their own imperfections. Possibly because of their own emerging sense of identity and their need to voice their parallel lives. Are brands and marketers representing this shift well enough? Are we allowing this evolution in media? Are we contributing to growing a healthier narrative around motherhood and parenting? Find out in this very interesting conversation I have with Priya Lobo, CEO, Ormax and also a fellow researcher and mom. Read more

EPISODE 6
14 Apr 2021

India is ageing. And that isn't a bad thing at all. It's a golden opportunity, waiting to be unfolded. With the population of senior citizens touching close to 300 million by 2026, ... Read more

India is ageing. And that isn't a bad thing at all. It's a golden opportunity, waiting to be unfolded. With the population of senior citizens touching close to 300 million by 2026, here is a market of educated, well-established, financially secure individuals who are defying the age barriers set in the past. This is a generation who is holidaying, buying cars, homes even and generally enjoying the fruits of their hard work. Yet, this market remains untapped by most categories. Are we so fascinated and fixated on the millennial and Gen Z generations to completely4 miss out on this great goldmine opportunity that lies untapped? Are brands and marketers really understanding the shifting realities of this consumer cohort? Are we in sync with the cultural and emotional shifts that this generation has gone through to come to this position of optimism and opportunity? Find out in this very interesting conversation I have with Ambi Parameswaran, Brand Coach, Author and a celebrated columnist & thought leader. Read more

EPISODE 5
25 Mar 2021

While patriotism and nationalistic narratives have dominated the marketing world for decades now, there is a new & alternative discourse emerging. One that is reflective of the ... Read more

While patriotism and nationalistic narratives have dominated the marketing world for decades now, there is a new & alternative discourse emerging. One that is reflective of the confident new-age Indian. One that marries the traditional with the contemporary, and blends many worlds together. Discussing the many facets of this new narrative and how brands and advertisers need to go beyond jingoism & truly understand the pulse of new India. Read more

EPISODE 4
17 Mar 2021

From perfection to realness. The beauty industry in India is undergoing an interesting shift. As women become more woke, brands have to follow the cue. The idea of difference and i ... Read more

From perfection to realness. The beauty industry in India is undergoing an interesting shift. As women become more woke, brands have to follow the cue. The idea of difference and imperfection is being embraced and a new narrative of 'aspirational realness' is taking center stage.  While globally this movement has caught on, in India too we see brands becoming more responsible in promoting a healthier beauty narrative among young girls. But there's a lot more that can be done. Tune in to hear this interesting conversation on how brands can promote the (un)filtered movement of beauty. Read more

EPISODE 3
10 Mar 2021

Not owning stuff is the new 'owning stuff'! Sounds strange and ironic, right? From scarcity to abundance and now to conscious consumerism, branding in India has gone through quite ... Read more

Not owning stuff is the new 'owning stuff'! Sounds strange and ironic, right? From scarcity to abundance and now to conscious consumerism, branding in India has gone through quite a journey and continues to evolve. But, is this concept of conscious living and sustainability adopted by all? Or is it just a shallow fad that'll fade out with time? Is this a new, emerging code for the higher end, discernible consumer who wants to move away from the democratized concept of luxury that's now passe? Join Rutu Mody-Kamdar as she decodes the emerging codes and language for today's luxury-oriented consumer in conversation with Nisha Sampath, Managing Partner, Bright Angles Consulting. Read more

EPISODE 2
08 Mar 2021

Whether it be the very recent 'Stop the Beauty Test' by Dove or the #likeagirl campaign by Whisper, advertiser have evidently developed a universal playbook to define femininity. B ... Read more

Whether it be the very recent 'Stop the Beauty Test' by Dove or the #likeagirl campaign by Whisper, advertiser have evidently developed a universal playbook to define femininity. But what about Masculinity? This is the crux of the conversation this week between Suraja Kishore, CEO, BBDO and Rutu Mody-Kamdar. After all, in order to save the brands from being reduced to mere functionality, one must campaign for an equal and wholesome society. And the 1st step towards achieving that should be to accept that the complete man is in crisis. Tune in to find out if you agree! Read more

EPISODE 1
24 Feb 2021

This episode is a true time capsule dug up with a lot of thought & care by Rutu for you to revisit old ads from your childhood, touch associated memories and tastes that all-en ... Read more

This episode is a true time capsule dug up with a lot of thought & care by Rutu for you to revisit old ads from your childhood, touch associated memories and tastes that all-encompassing nostalgia.  All this, just so that you understand how branding in the Indian market is uniquely vibrant in its own way. After all, you can sweep the country off its feet with your brand story, only if you can understand the India wali pulse. Isn't it? Read more

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